First programmatic audio campaign
For the first time, the music streaming service Spotify has used programmatic advertising for audio ads in the German market.
The partners were the Amnet Group, the programmatic arm of Dentsu Aegis, as well as the ad buying platform The Trade Desk and Rubicon Project, operator of one of the world's largest ad marketplaces. The market premiere in Germany comes just under a month after Spotify entered into a global partnership with Rubicon Project and The Trade Desk for programmatic audio advertising. In the campaign, Amnet Group acted as buyer on behalf of a leading German fashion company via DSP The Trade Desk. The campaign was placed programmatically in the Private Marketplace (PMP) via Rubicon Project's technology platform.
Jana Jakovljevic, Head of Programmatic Solutions at Spotify, says: "Initiating change in an established market like Germany is often a challenge. However, the strength of the audio product coupled with The Trade Desk and Rubicon Project's programmatic technology has created demand from advertisers. The German market has proven to be one of the world leaders in introducing innovations in audio advertising. Buyers, sellers and technology partners have an equal share in this."
Julien Gardès, Managing Director of Continental Europe & MENA at Rubicon Project, adds: "Rubicon Project's technology and leading advertising marketplace has enabled programmatic advertising to grow far beyond traditional display ads. Spotify's programmatic audio heralds the future of advertising automation. Our recent forays into out-of-home, TV and most recently audio are testament to the trend towards automation. We continue to expand our collaboration with innovative partners like Spotify to continue to offer shoppers great ways to engage with customers."
Frank Sültmann, Managing Director of Amnet, says: "Together with Spotify and The Trade Desk, we can now take programmatic audio a big step further. We can address relevant target groups in a scalable and effective way, with the hyper-targeting of Spotify target groups further enhancing the available inventory. Programmatic audio is no longer an isolated channel, but can significantly increase brand awareness among the right consumers, especially in combination with mobile display retargeting."
