Lorraine Donnelly,.
Spotify Ad Exchange is being integrated into Yahoo DSP, giving advertisers direct programmatic access to audio, video and display inventory.
The integration allows agencies to plan, activate and measure Spotify campaigns within Yahoo DSP alongside display, video and connected TV, bringing audio into omnichannel strategies.
"Digital audio has always been a highly engaging environment, but advertisers haven't had the same level of access or measurement they enjoy in other channels," said Lorraine Donnelly, head of data for Australia, south-east Asia at Yahoo DSP.
"By bringing Spotify inventory into Yahoo DSP and backing it with first-of-its-kind attention research, we're giving brands the confidence and the proof to invest in audio alongside video, display and CTV."
Yahoo DSP and Spotify launched a research initiative with agency partner Atomic 212°. The study, carried out for Bupa together with Mutinex, Adelaide Attention and Neuro-Insight, explored how audience attention links directly to performance.
The results showed 68% higher attention than social platforms, measured by Adelaide Attention in its first Australian study, showing Spotify listeners stay focused instead of skipping or scrolling.
The study also found 25% stronger memory encoding, captured by Neuro-Insight, and 46% incremental return on ad spend as reported by Mutinex Mix Modelling.
"Digital audio attracts far more attention than social because people aren't constantly skipping or scrolling," said Jan Bojko, head of measurement APAC at Spotify.
"On Spotify, listeners are immersed in a positive environment that makes them more receptive to hearing from brands."
"The study results show that this attention is deeper, lasts longer and has a stronger impact on brand measures."
Tom Sheppard, general manager of data at Atomic 212°, said digital audio delivers high-quality attention that translates into stronger long-term returns, yet it's still too often overlooked.
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