Spotify opens its doors to Malaysian advertisers
By Digital News Asia April 16, 2014
- In partnership with digital media representative Better
- Opportunity for local brands to engage Malaysia’s Gen-Y
MUSIC streaming service Spotify has partnered with digital media representative Better Sdn Bhd to open the music service’s unique advertising platform to local brands.
Since launching in Malaysia in April 2013, Spotify has been providing the Malaysian market with free access to more than 24 million international and local songs that are available across all devices, it said in a statement.
Malaysians aged 15-34 have been spending an average of 104 minutes per day on the service, the company claimed.
The combination of this audience and an array of highly engaging audio and digital ad formats make this a fresh and effective opportunity for brands keen to connect with this particular audience segment, Spotify argued.
Beyond creative advertising options, many brands globally have leveraged Spotify’s ‘Branded Partnerships’ that provide for deeper engagement with the audience and the creation of customised experiences.
Among examples of these are Reebok’s Fitlist which allows users to create personalised playlists for their next workout; and the Levi’s partnership that allows users to select the set-list, cover tracks and supporting acts for an array of gigs at its flagship store in the United Kingdom.
Spotify and Better are now ready to explore new possibilities with Malaysian advertisers by empowering them to forge a strong emotional connection with their audience through music.
“Spotify connects advertisers with highly engaged, passionate, and socially active consumers while they’re doing the thing they love the most – listening to music,” said Sunita Kaur, Spotify’s director for Asia.
“Pairing audio with visual advertising is not only one of the most powerful forms of marketing online, it’s also a unique new addition to the Malaysian advertising market,” she added.
Malaysia-headquartered Better claims to be the largest premium digital media representative in South-East Asia, with offices in Singapore, Indonesia, Thailand and Philippines.
It works with over 200 agencies and brands to execute campaigns across all forms of digital media and devices.
“We are excited to be working with Spotify and are confident that Malaysian brands will rapidly see the service as an integral part of their advertising plans,” said its chief executive officer Rene E. Menezes.
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