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

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email