WPP and Spotify announced a new global partnership that will enable WPP to offer its clients early access to Spotify’s ad products and first-party intelligence and “creative ways to reach engaged audiences at scale. “ 

As part of the partnership, Spotify will become the first digital audio platform to be integrated directly into WPP’s products and solutions including offerings from WPP data division Choreograph.

WPP will use Spotify to develop integrations that provide Spotify’s first-party insights to help clients understand aggregated listening patterns to create more effective digital audio advertising strategies.

Under the agreement WPP employees and clients will receive training that focuses on digital audio creativity and Spotify’s innovative ad products. They will also receive access to Spotify’s neuro-insights research focused on audience trends and insights.

One of the first outputs of the partnership is a WPP client-specific version of Spotify’s Sonic Science insights study, conducted with WPP agency Mindshare, that details the connection between Spotify, digital audio ads and listeners. Working with research firm Neuro-Insight, Spotify recreated its Sonic Science Volume 1 study using audio ads from WPP clients to explore how their ads trigger engagement, emotional intensity, memory, and more.

Stephan Pretorius, Chief Technology Officer of WPP, said, “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.”

Brian Berner, Global Head of Advertising Sales, Spotify, added: “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 modernize their strategy and planning …  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.”

Insights from the Sonic Science study, as well as tips for advertisers on how to get started with digital audio can be found here: WPP Sonic Science study.