Rdio introduces native advertising package for brands
Streaming service Rdio has launched a native advertising product which its Head of Global Ad Sales has called a “hybrid” of products offered by its competitors.
Titled Promoted Music Experiences (PMEs), the feature taps into three of Rdio’s features: Stations (a custom-tailored radio service on both the free and premium tiers), Profiles (where advertisers can push content to Rdio users on both tiers) and Home Stories (its feed of news and recommendations).
Jared Heiman, Head of Global Ad Sales at Rdio told Adweek the new product hasn’t previously been offered by streaming services:“Nobody is offering all three components in one ad package.
“[…] If you look at a Spotify, they have an advertiser page which really is nothing more than an embedded microsite within their desktop player," he said.
To mark the launch, Rdio has partnered with Hard Rock Hotels & Casinosin the US as part of a year-long agreement. The Hard Rock branded stationhas been “curated by Hard Rock’s team of VIBE managers and music experts” and its Profile will serve as a music hub where fans can connect to Hard Rock.
“Hard Rock has a long history of supporting the evolution of the music industry,” said Matt Watts, Director of Music & Marketing, Hotels & Casinos at Hard Rock International. “We look forward to joining forces with Rdio to enhance the way our guests consume music.”
Earlier this month Rdio Australia announced its partnership with Harvey Norman. Customers who purchase any compatible connected-home audio system from the retailer will receive three months free access to Rdio’s Unlimited tier.
Rdio has also expanded beyond digital music streaming in the US; earlier this month it announced its live radio broadcast feature on its app (à la Apple's Beats 1)for Android and iOS. Operated by its partner, Cumulus Media’s radio network Westwood One, the feature gives users 460 terrestrial AM/FM stations with live DJs.
Although Rdio doesn’t share its number of paid subscribers because it is a privately owned company – set up in 2010 by Skype founders Niklas Zennström and Janus Friis – it operates in 85 countries worldwide.