Dentsu Aegis Network partners Spotify to launch The Audio Stack in Malaysia

• The Audio Stack tool was beta tested in 2017 by Dentsu Aegis UK
• Audio Stack combines DAN M1 survey data with Spotify streaming intelligence

AMPLIFI, Dentsu Aegis Network Malaysia’s media investment arm on Sept 3 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%.

Amplifi Malaysia managing director Hasnain Babrawala, 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”.