Last.fm offers new interactive ad platform

LONDON - Social music website Last.fm has launched a new ad platform that recognises content being experienced by the user and allows the creative to react accordingly.

Debut: the latest Moto E8 handset features on the first live airing of Last.fm's new Smart Ads platform
Debut: the latest Moto E8 handset features on the first live airing of Last.fm's new Smart Ads platform

The first major advertiser to go live with the product, named Smart Ads by Last.fm, is Motorola, promoting its new Moto E8 handset. When Last.fm users play music, the Moto handset shown in the ad creative displays the artist and track of the song being played.

The launch follows Last.fm’s announcement in July that it planned to venture into fresh advertising formats.

Miles Lewis, service vice-president at Last.fm, said that in developing the new platform Last.fm, which was acquired by CBS Corporation for $280m in May 2007, was aiming for one-to-one communication with users to build value for advertisers.

He said: "Creative engagement allows the advertiser to show that they are in tune with what users are listening to."

Founded in 2002, Last.fm offers tracks for free, on-demand and via streaming, and its partners include Universal, EMI, Sony BMG, CD Baby and more than 150,000 independent artists and labels.

As well as being able to access tracks for free, music fans can also share their music preferences by linking their media player to the Last.fm database, meaning it can intelligently recommend music and other members based on their musical tastes.

In June, the company announced it was partnering with other social networks to offer Last.fm In A Box, allowing users to install a Last.fm widget to websites such as MySpace.com, and stream music via those sites.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Share
Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share

Get news by email