Australia – Television network SBS in Australia has partnered with Spotify and Publicis Media’s ROI agency Zenith for its new media campaign called ‘Demand Different’.
The campaign, which runs until July 2021, aims to build a customized digital experience to drive new audiences to SBS’s video streaming platform, SBS On Demand, and reconnect with its lapsed viewers.
Through the partnership, Zenith will be tapping into Spotify’s enhanced algorithms to curate a custom SBS weekly playlist based on a user’s unique music preferences. Spotify users in the free service will be targeted via audio and display ads across platforms, while its paid subscribers are targeted on social media.
Users will all be directed to a ‘Spotify X SBS On Demand’ microsite where they can opt in to be served a weekly SBS playlist based on their music preferences. This will allow SBS to showcase the breadth and depth of its SBS On Demand back catalog as a world-class streaming destination while opening up a new world of programs, genres, and key sporting events to Spotify listeners.
Zenith Sydney’s Managing Director Jonny Cordony shared that the team at Zenith has worked hard to differentiate from other performance-driven campaigns, and as part of this, they identified music as a core consumption opportunity within the streaming community.
“We were able to showcase hero programs and hidden gems across various content pillars in a completely customized way, curated based on their music preferences,” said Cordony.
Meanwhile, Pieter Manten, the regional head of sales at Spotify AUNZ, said that the breadth and depth of their data and insights offer a level of targeting which is unparalleled with any other audio format, as they are with their 11.9 million users every day.
“The opportunity to collaborate with SBS and Zenith to combine our insights represents a best in class approach to targeting, as we are not only driving new audiences but creating unique and customized experiences for users across both platforms,” said Manten.
