Dentsu Inc. Enters "Measurement Partnership Agreement" with Spotify Japan; Begins Providing SONATA, Spotify's Advertising Effectiveness Measurement Solution

Dentsu Inc. has signed a "Measurement Partnership Agreement" with Spotify Japan regarding the measurement and analysis of Spotify advertising, becoming the first global advertising agency to do so. Consequently, Dentsu Inc. and Dentsu Digital Inc. have developed "SONATA" as a new solution to visualize the advertising effectiveness of "Spotify," an audio streaming service used by over 696 million people worldwide, and began offering it on Wednesday, October 22.

Rapidly growing digital audio advertising is evolving into a personalized medium that can be delivered based on who is listening, when, and in what mood. However, its effectiveness verification remains insufficient, and visualizing marketing ROI (mROI) remains a challenge.

To address this, Dentsu Inc. and Dentsu Digital Inc. entered a measurement partnership agreement with Spotify Japan. By developing and utilizing SONATA, which analyzes Spotify's ad exposure logs combined with various data held by Dentsu Inc., they have achieved visualization of the advertising effectiveness and mROI of Spotify ads for ad exposure on mobile devices.

Furthermore, by cross-referencing with Dentsu Inc.'s various data sources (such as website visit data, purchase data, and TV exposure data), the effectiveness of Spotify ads is verified from multiple angles. This includes comparing effectiveness with other advertising measures like TV commercials, radio commercials, and digital video ads, as well as measuring integrated reach.Furthermore, by integrating with Dentsu Inc.'s existing audio advertising integrated planning system, " Audio Total Allocation," we enable end-to-end execution from optimal budget allocation to effectiveness verification.

Dentsu Inc. and Dentsu Digital Inc. aim to further develop and enhance Spotify's data clean room, enabling the integration of client data and the advancement of effectiveness verification utilizing Spotify's unique interest and song listening data. They also plan to accelerate the data-driven PDCA cycle for audio advertising, thereby contributing to the further growth of the digital audio advertising market.

[Report Summarizing the Current State and Recommendations for Digital Audio Advertising]
The cross-organizational "dentsu Japan Digital Audio AD Lab" within the domestic Dentsu Group has published a report titled "The Rapidly Growing Digital Audio Advertising Market: Where Does It Stand Now? ~dentsu Japan Digital Audio AD Lab Decodes Brand Experiences Born from the Ear~," summarizing the current state and recommendations for digital audio advertising.

This report provides a multifaceted analysis of the "current state" of digital audio advertising. It incorporates domestic and international survey data and concrete use cases to examine market growth potential, changes in consumer listening habits, and synergistic effects achieved through combinations with other media. The report serves as a guide for advertisers and marketers considering the use of digital audio advertising.

■Download the report here
https://www.d-sol.jp/ebook/dentsu-japan-digital-audio-ad-market-report

■dentsu Japan Digital Audio AD Lab
A cross-organizational group within the Dentsu Group, comprising members with expertise and experience in digital audio advertising. This includes Dentsu's marketing division, its radio-focused media division, Dentsu Digital Inc., SEPTENI CO.,LTD, and others. The lab is responsible for consolidating knowledge on digital audio advertising to contribute to clients' business growth, enhancing planning capabilities, accumulating case studies and results, and developing new solutions.

■Press release regarding this matter is available here