WPP and Spotify have announced a unique worldwide alliance.

The first audio platform to be directly integrated into WPP's products and solutions is Spotify.

A new worldwide strategic relationship between WPP and Spotify was been revealed. Through this partnership, WPP will be able to provide its customers with early access to Spotify's cutting-edge ad products, first-party data, and unique approaches to expand audience engagement.

Spotify will be the first digital audio platform to be directly integrated into WPP's products and solutions as a result of the relationship. This involves looking into the insights platform offered by Choreograph. In a groundbreaking cooperation, WPP will leverage Spotify to create integrations that offer Spotify's first-party occasions data to customers in order to help them understand aggregated listening trends and design more innovative and successful digital audio advertising strategies.

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.”

With a focus on digital audio creative and Spotify's cutting-edge ad products, WPP will collaborate with the company to provide its staff and clients with market-leading thought leadership and scaled training programmes. Early access to Spotify's audience trends and insights-focused neuro-insights research will also be advantageous for WPP's teams and clients.

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.”

A WPP client-specific version of Spotify's Sonic Science insights study, carried out with WPP agency Mindshare, that explores the relationship between Spotify, digital audio ads, and listeners, is one of the partnership's initial products. Utilising audio advertisements from WPP clients, Spotify reproduced its Sonic Science Volume 1 study to examine how their ads affect engagement, emotional intensity, memory, and other factors. Important conclusions include:

• Immersed Audience: Spotify consistently drives higher levels of engagement vs. other media formats like visual media (+24%), other audio media (+27%) and social media (+38%), with an increase in numbers from Spotify’s 2021 study1.

• Increased Ad Engagement: We found that listeners were more engaged with the ads from WPP clients in this study than in the 2021 study, with a 17% increase on ad engagement transference when listeners went from listening to music or podcasts to a real WPP client’s audio ad.

• Strong engagement in both podcast and music environments: The study showed that ad engagement remains high with listeners no matter if they were listening to music (+29%) or podcasts (+36%)2.

Please send press releases to [email protected].Other ways to contact us. Editorially, we may rewrite headlines and descriptions.

Recommend Podworks.io: Hire the Perfect Freelancer for your Podcast.

Podworks.io is home to the world's most comprehensive Podcast job board and candidate board.

Want your positions to be featured on our Podworks.io Jobs Board?