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As part of the partnership, Spotify will become the first-ever digital audio platform to be directly integrated into WPP’s products and solutions. In turn, WPP will develop integrations that will use Spotify’s insights in order to help clients design better creative and audio campaigns.
In addition, WPP will work with Spotify to offer market-leading training programmes for their clients and employees which will focus on digital audio creativity and Spotify’s innovative ad products. WPP’s clients will also receive early access to research conducted by Spotify that is focused on audience trends and other such insights.
One of the first results of this new partnership was a study conducted by Spotify, WPP agency Mindshare, and researcher Neuro-Insight which was specifically tailored to the agency’s client base. This study explored the engagement, memory and emotional intensity of Spotify’s ads.
Stephan Pretorius, Chief Technology Officer of WPP, believes that audio streaming has become an integral part of everyday life in this fast-evolving media and entertainment landscape. WPP recognizes the critical power of audio as a component of marketing, and the intent of their partnership with Spotify is to integrate Spotify’s insights with the Choreograph platform to create more relevant and innovative ways to connect their clients with their customers.
Brian Berner, global head of advertising sales, Spotify, said that they have partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio, and to help WPP clients modernize their strategy and planning. As Spotify continues to drive innovation in audio and the larger advertising industry, partners like WPP are critical to delivering for advertisers, creators and audiences.
