Successful campaigns in Australia, New Zealand, Hong Kong & Singapore indicates growth of Programmatic Audio in the region
Spotify, the world’s largest music streaming service, and Rubicon Project (NYSE:RUBI), operator of one of the largest advertising marketplaces in the world, have successfully executed multiple programmatic audio advertising campaigns in the APAC region, shortly after Spotify announced its global Programmatic Audio solution earlier this year.
The programmatic audio campaigns have been executed in Australia, New Zealand, Hong Kong and Singapore, with the Spotify audio inventory being traded programmatically via Private Marketplaces (PMPs) on Rubicon Project’s platform.
APAC will be the fastest-growing region in the music streaming market and is expected to grow at a CAGR of around 21% by 2020, according to Tech Navio. APAC currently accounts for one-fifth of the global music streaming market and over a billion smartphone users. This widespread smartphone penetration is reflected in campaigns being traded across APAC, indicating a healthy regional uplift in 2017 for this emerging media channel.
Mobile network providers are also supporting the growth of music streaming by increasing the availability of high-speed data connectivity and 4G mobile networks, and coupled with the ever-increasing use of smartphones, this will augment the growth prospects for the market in this region over the next four years
Rubicon Project’s partnership with Spotify will give brands the ability to target audiences based on precise moments such as commute, party and workout. This is key for advertises as users are not just searching for specific genres or artists, instead they are now looking for playlists that would express moments in their lives. Thus, buyers would now be able to target these moments based on age and gender, all in real time.
Joanna Wong, Head of Business Marketing at Spotify for APAC said: “Since the launch of our Programmatic Audio campaign in August we have seen an incredible response in APAC. For advertisers it’s a completely new and exciting channel through which to reach consumers - music is a universally-enjoyed medium, yet every single individual has their own listening habits - artist, genre, activity, time of day and more. Programmatic audio advertising means that buyers can reach individuals at scale based on not just the usual age, gender and geographical identifiers, but on a whole new data trove - their taste in music.”
Rick Mulia, Managing Director of JAPAC at Rubicon Project, added: “Rubicon Project’s technology and industry-leading advertising marketplace has enabled programmatic to become a pivotal tool rather than a mere ‘channel’, and Spotify’s Programmatic Audio proposition demonstrates the future of all media going programmatic. Our recent ventures into Out Of Home, TV and now Audio are all a part of this broader automation trend, and we look forward to continuing to collaborate with innovative partners like Spotify to offer buyers innovative ways to engage with consumers.”
ENDS
About Spotify
Spotify is an award-winning digital music service that gives you on-demand access to over 30 million tracks. Our dream is to make all the world’s music available instantly to everyone, wherever and whenever you want it. Spotify makes it easier than ever to discover, manage and share music with your friends, while making sure that artists get a fair deal. Spotify is now available in 59 markets globally with more than 100 million active users, and over 30 million paying subscribers.
Since its launch in Sweden in 2008, Spotify has driven more than US$3bn to rights holders. Spotify is now the second biggest source of digital music revenue for labels in Europe, and the biggest and most successful music streaming service of its kind globally. www.spotify.com
For more information, images, or to contact the team, please visit http://press.spotify.com.
About Rubicon Project
Founded in 2007, Rubicon Project’s mission is to keep the Internet free and open and fuel its growth by making it easy and safe to buy and sell advertising. Rubicon Project pioneered advertising automation technology to enable the world’s leading brands, content creators and application developers to trade and protect trillions of advertising requests each month and to improve the advertising experiences of consumers. Rubicon Project is a publicly traded company (NYSE: RUBI) headquartered in Los Angeles, California.