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.
A 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.