More NewsNew Ads on Last.fm Respond to Music

New Ads on Last.fm Respond to Music

Converse and Motorola are first to use new ads that can match a beat, show maps with concert listings and more.

A redesign of Last.fm, the CBS-owned free online music platform, is giving advertisers the ability to create “smart ads” that can, among other things, move to the beat of whatever music a user is listening to.

The new interface is already being used by Converse and Motorola for innovative online marketing efforts that Last.fm suggests are more “immersive” and targeted than anything available on the site before, said Martin Stiksel, Last.fm co-founder.

“The new design is way more modular,” said Stiksel. “The old site grew organically since about 2003. We’d been bolting on additional features…and we ended up with lot of things. Now we had an opportunity to re-assess and restructure.”

Stiksel also said both the Internet and the online ad market changed since Last.fm was launched six years ago. He said the new design is based on input from users and advertisers. “We tried to bring all these things together and it was a general, large overhaul that’s boosted us into the future.”

Aside from enabling ad messages that can react to music, the new site design allows ads that are based on and can “reflect” the music or activity on the page. For instance, ads can also now include interactive elements, such as maps with concert listings for the artist being played. They can also peddle tickets to shows and let people make hotel reservations near concert sites.

“A lot of these formats were not possible before,” said Stiksel. “Some of the new data now available for us to utilize for advertising was not available before. The world had changed around us and we’ve caught up and hopefully we made a step forward.”

Last.fm gathers a significant amount of demographic information about its users — primarily about their musical tastes — and the new design improves marketer ability for targeting ads.

Stiksel said advertisers can leverage Last.fm’s active community of third-party developers with whom the site has a long history of making data available. He said a new “connectivity map” campaign by Converse is based on a third-party-designed application. That campaign uses Last.fm data to let people find out who among their friends most closely shares their musical tastes.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts