Spotify launches programmatic audio campaigns in APAC with Rubicon Project

The campaigns have been executed in Australia, New Zealand, Hong Kong and Singapore.

Source: Spotify
Source: Spotify

SYDNEY – Spotify and Rubicon Project have launched programmatic audio advertising campaigns in APAC for the Australia, New Zealand, Hong Kong and Singapore markets following the music streaming service's foray into global programmatic audio solution earlier this year.

With the launch of the campaigns, brands will be able to target audiences based on Spotify "moments" such as commute, party and workout. Spotify users do not just browse for music by genres or artists, but also playlists that express the moods of those moments. Programmatic audio advertising allows buyers to target those moments based on users' age and gender in real time. Its audio inventory is traded programmatically via private marketplaces on Rubicon Project’s platform. 

In a statement, Joanna Wong, head of business marketing at Spotify for APAC, said the campaign presents advertisers with a new channel to reach consumers. "Since the launch of our programmatic audio campaign in August we have seen an incredible response in APAC," said Wong.

"Programmatic audio advertising means that buyers can reach individuals at scale based on not just the usual age, gender and geographical identifiers, but on a whole new data trove–their taste in music," she added. 

"Spotify’s programmatic audio proposition demonstrates the future of all media going programmatic. Our recent ventures into out of home, TV and now audio are all a part of this broader automation trend, and we look forward to continuing to collaborate with innovative partners like Spotify to offer buyers innovative ways to engage with consumers,” said Rick Mulia, managing director of JAPAC at Rubicon Project.

Tech Navio report mentioned that APAC will be the fastest-growing region in the music streaming market with around 21 percent compound annual growth rate by 2020. Widespread smartphone penetration and high speed data connectivity are expected to further augment the growth of the music streaming market in APAC over the next four years. 

 

 

 

 

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

How Knorr used retail media to drive conversions

CASE STUDY: Unilever brand Knorr teamed up with The Trade Desk and Foodpanda on a retail-data campaign that achieved more than 12.9 million impressions, exceeding the brand's goal by more than 70%.

2 hours ago

40 Under 40 2024: Thanzyl Thajudeen, Mark and Comm

A seasoned PR expert and founder of Mark and Comm, Thajudeen has transformed his Colombo-based agency into a leading regional player.

2 hours ago

Meta begins firing ‘lowest performing’ staff

Notices began going out to employees in most countries including across Asia this week, as the tech giant prepares to cut approximately 5% of its workforce based on performance.

3 hours ago

The fight for EV dominance in China

As geopolitical stakes rise, China's electric vehicle market is surging, pushing players like Tesla and Xiaomi to navigate competition, policy shifts, and global trade uncertainties in their bid to lead in branding and tech-driven innovation.