Virgin Records has engaged the7stars to launch a campaign using SignalAds - a new online display advertising solution from Affectv - which will enable live streaming and social data to be pulled into display advertising, endorsing the creative and providing audio.
The activity launches 21 April with a Bastille campaign using social listening technology platforms, such as Soundcloud, to offer unique, relevant ads for individuals with the banners able to recognise fans of particular artists.
CEO and founder of Affectv, Glen Calvert, explained: “SignalAds provide a great fit with music advertising, where people’s individual tastes are key to the relevance and success of a campaign. The7stars’ campaign is a great implementation of the technology, offering a huge opportunity for both the agency and the brand to drive further engagement with their audience.”
Virgin Records’ digital marketing manager, Luke Ferrar, commented: “It will be interesting to see how real time data feeds in display ads affect response rates. The hope is that it they will increase as the ad creates a sense of urgency around the artist - to get involved and stream their music yourself. Maybe this technology will bring a direct-response element back to display ads.”
Lucy Ostermeyer of the7stars added: “Integrating API feeds from social and listening platforms native to an audience who have already expressed intent towards the artist we’re promoting will provide targeted demand and endorsement. Crucially, user experience won’t be disrupted as tracks can be streamed through the unit as a way of teasing and encouraging full album download rather than being taken off site.”
SignalAds have been created in response to low click-through rates of traditional banner advertising, the ads also offer the chance to listen to promoted tracks and provide download links.