WPP and Spotify announce unique global partnership
Spotify will be the first audio platform to be integrated directly into WPP’s products and solutions, after the pair struck a first-of-its-kind, global partnership.
WPP will be able to offer its clients early access to Spotify’s ad products, first-party intelligence, and “creative ways to reach engaged audiences at scale.”
Spotify, including Choreograph’s insights platform, will become the first audio platform to be integrated directly into WPP’s products, while a WPP client-specific version of Spotify’s Sonic Science insights study, conducted with agency Mindshare, will detail the connection between Spotify, digital audio ads and listeners.
Stephan Pretorius, chief technology officer of WPP, said: “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. 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.”
Brian Berner, global head of advertising sales, Spotify, said: “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.
“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.”
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