Ad technology platform, Adform, has just rolled out new programmatic audio ad availability through its Adform Demand Side Platform. Buyer clients can now get their hands on 15-second or 30-second Spotify audio ads programmatically through a partnership with Rubicon Project, the ad marketplace. These ads specifically target Spotify free listeners in real time.
Adform launches Spotify audio ads for mobile devices
Samir Shah, Head of data and ad tech at ZenithOptimedia, explains:
“The ability to purchase Spotify ads programmatically via Adform is great news and another step that publishers are opening their inventory to programmatic. This highlights the speed at which the industry is progressing towards an omni-channel, consumer-centric attitude that allows enhanced brand experiences through the use of more targeted creative and messaging alignment.”
Spotify is now up and running in over 60 markets worldwide and reaches 70m non-paying customers across two billion playlists. The service taps into first-party data to enable advertisers to utilize a wide range of audience segments and deliver their message across mobile devices and desktops. Ads are personalized for consumer age, music genre, gender and playlists.
Shah says that reporting adds value to actionable insights, integrating a wide variety of mediums and screens. With Adform offering programmatic audio, the next step should be TV and DOOH.
Indeed, a combination of Spotify’s deterministic data, Rubicon Project’s ad marketplace capabilities and Adform’s targeting makes for an exciting melting pot of features for a targeted brand experience. For measurement and reporting, Adform says it can track ad completion rates as well as pause and mute events.
Jurjen de Wal, product director at Adform, adds:
“Advertising does not get more personal than this. More consumers are streaming music than ever before, with some markets, like the United States, growing by 50 percent. Mobile phones have become the default device for enjoying music. Advertisers can take full advantage of using audio ads to effectively reach listeners with a relevant, personalized brand experience, even if they aren’t actively looking at the screen. Adform’s support for programmatic audio ads reflects our cross-channel programmatic buying platform vision, which encompasses display, mobile, native, video, DOOH, print and now audio.”