Zenith Partners With Spotify To Launch New Work For SBS

Zenith Partners With Spotify To Launch New Work For SBS

Zenith has launched a media campaign for SBS, partnering with Spotify to build a customised digital experience to drive awareness to the broadcaster’s SBS On Demand platform, as well as reconnecting with lapsed viewers.

The ‘Demand Different’ campaign, which runs until July, sees Zenith tap into Spotify’s enhanced algorithms to curate a custom SBS weekly playlist based on a user’s unique music preferences – allowing the broadcaster to showcase the breadth and depth of its SBS On Demand back catalogue as a world-class streaming destination, while opening up a new world of programs, genres and key sporting events to Spotify listeners.

Zenith Sydney MD, Jonny Cordony, said: “The team at Zenith has worked hard to differentiate from other performance-driven campaigns, and as part of this we identified music as a core consumption opportunity within the streaming community – in fact, the overlap between streamers is huge. By tapping into Spotify’s audience and leveraging its credibility as a global streaming platform, with its customised algorithms, not only could we showcase the breadth of SBS’s content in a highly-targeted way, but also make it easy for Spotify listeners to discover SBS On Demand in a whole new way. We were able to showcase hero programs and hidden gems across various content pillars in a completely customised way, curated based on their music preferences.”

Pieter Manten, Spotify’s regional head of sales AUNZ added: “At Spotify, the breadth and depth of our data and insights offers a level of targeting which is unparalleled in any other audio format, as we are with our 11.9m users every day. The opportunity to collaborate with SBS and Zenith to combine our insights represents a best in class approach to targeting, as we are not only driving new audiences, but creating unique and customised experiences for users across both platforms.”

The campaign focuses on reigniting interest from fringe and lapsed SBS viewers using audience insights to create a customised experience for each unique user.

Users to Spotify’s free service are being targeted via audio and display ads across platforms, while its paid subscribers are targeted on social. They are then directed to a Spotify X SBS On Demand microsite where they can opt in to be served a weekly SBS playlist based on their music preferences.




Please login with linkedin to comment

SBS Spotify Zenith

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]