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Communications and advertising technology company WPP and Spotify have announced a new global strategic partnership that will allow WPP to offer its clients early access to Spotify’s innovative ad products, first-party intelligence and creative ways to reach engaged audiences at scale.
In return, Spotify will become the first digital audio platform to be integrated directly into WPP’s products and solutions. This includes an exploration in connection with Choreograph’s insights platform.
WPP will also use Spotify to develop integrations that provide Spotify’s first-party occasions insights to help clients understand aggregated listening patterns. This will help inform more creative and effective digital audio advertising strategies.
“In the fast-evolving media and entertainment landscape, audio streaming has become an integral part of everyday life. At WPP, we recognise the power of audio as a critical component of marketing,” WPP’s Chief Technology Officer Stephan Pretorius said.
“The intent of this first-of-its-kind partnership is to integrate Spotify’s insights with the Choreograph platform to create more innovative and relevant ways to connect our clients with their customers,” Pretorius added.
Choreograph is a data company launched by WPP to assist businesses in using information to enhance their marketing strategies.
WPP will work with Spotify to deliver market-leading thought leadership and scaled training programmes for its employees and clients that focus on digital audio creativity and Spotify’s innovative ad products. WPP’s teams and clients will also benefit from early access to Spotify’s neuro-insights research focused on audience trends and insights.
One of the first outputs of the partnership is a WPP client-specific version of Spotify’s Sonic Science insights study, conducted with WPP agency Mindshare, that details the connection between Spotify, digital audio ads and listeners.
Working with research firm Neuro-Insight, Spotify recreated its Sonic Science Volume 1 study using audio ads from WPP clients to explore how their ads trigger engagement, emotional intensity, memory, and more.
The study highlighted WPP and Spotify’s capability to consistently drive higher levels of engagement both in their content and advertising initiatives.
According to the study, Spotify consistently drives higher levels of engagement vs. other media formats like visual media (+24%), other audio media (+27%) and social media (+38%), with an increase in numbers from Spotify’s 2021 study.
Meanwhile, listeners were more engaged with the ads from WPP clients in this study than in the 2021 study, with a 17% increase on ad engagement transference when listeners went from listening to music or podcasts to a real WPP client’s audio ad.
The study showed also showed that ad engagement remains high with listeners no matter if they were listening to music (+29%) or podcasts (+36%)2.
“We’ve long partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio. With our new global partnership, we’re helping WPP clients modernise their strategy and planning,” said Spotify’s Global Head of Advertising Sales, Brian Berner.
“More than 550 million people across 184 markets come to Spotify every month to be entertained, to learn and to discover for nearly 2.5 hours each day. As we continue to drive innovation in audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators and audiences wherever they are,” Berner said.
