KUALA LUMPUR – Amplifi, Dentsu Aegis Network Malaysia’s media investment arm has today announced a collaboration with Spotify, launching a new platform-agnostic planning tool called The Audio Stack, into Malaysia.
The Audio Stack combines DAN M1 survey data with Spotify streaming intelligence to offer brands detailed consumer insight. The strategic partnership means a more refined approach to audience targeting when engaging with audio, enabling better planning and optimisation of client investment across radio and digital audio.
The Audio Stack tool was beta tested in 2017 by Dentsu Aegis UK with Consumer Packaged Goods and Travel clients and rolled out to selected Asia Pacific markets in September 2018. With 79% of clients testing the platform, Amplifi reported a rise in digital audio spend of 375%.
Hasnain Babrawala, Managing Director Amplifi Malayia said: “This is fundamentally about a shift to ‘audience first’, instead of ‘radio first’. The audio landscape is evolving rapidly. Partnering with Spotify to develop The Audio Stack means audio budget spend is directed at the right audience at the right time.”
Sunita Kaur, Vice President of Advertising, Spotify, Asia Pacific said: “We are extremely excited to be partnering with Dentsu Aegis Network. The Audio Stack tool will allow us to make our inventory and data available in a secure environment, giving advertisers the ability to deliver ads in real-time to registered Spotify users during key moments of their day or when they consume audio content on Spotify”.
About Amplifi
Amplifi is the media investment arm of Dentsu Aegis Network. Its goal is to deliver a demonstrable uplift in media performance across all media on a global basis. Amplifi operates across four distinct areas of specialisation: Media Investment Management, Global Media Partnerships, Programmatic (AMNET) and Content (The StoryLab). Amplifi uses the opportunities presented by convergence and globalisation to deliver a value proposition that works for clients and media owners.
About Spotify
Spotify transformed music listening forever when we launched in 2008. Our mission is to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators. Everything we do is driven by our love for music.
Discover, manage, and share over 50 million tracks for free, or upgrade to Spotify Premium to access exclusive features including offline mode, improved sound quality, Spotify Connect, and ad-free listening. Today, we are the most popular global audio streaming subscription service with a community of 232 million users, including 108 million Spotify Premium subscribers, across 79 markets.
About Dentsu Aegis Network Malaysia
Part of Dentsu Inc., Dentsu Aegis Network Malaysia is made up of 13 brands – media services agencies Carat, dentsu X, and Vizeum; creative services agencies Dentsu LHS, Merdeka LHS, Dentsu One and Isobar; digital and specialist agencies Consider iProspect, Columbus, Dentsu Sports Asia, Lemonade, Posterscope and Amplifi. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities, offering a distinctive and innovative range of products and services. Globally, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 46,000 dedicated specialists.
