Last.fm powers ads with music mixers
Last.fm has partnered with MXP4 to deploy the interactive music outfit’s interactive applications on its premium advertising platform. Sponsored pages will integrate MXP4’s FanMix, Remix It, Max It and Sing It apps, as well as social gaming-type features such as Karaoke Battle. Users can turn instruments on and off for a particular track, combine different versions of the same song, or sing along as lyrics scroll on the player.
“Last.fm provides a lean forward experience for our users, engaging them with targeted content and the ability to discover new music,” said Adam Goldman, vp, national digital sales, Last.fm. “MXP4’s technology deepens that engagement by appealing to our users’ love of music and social communications.”
“By putting MXP4’s interactive music technology into the advertising platform on Last.fm, we are aiming to create ads as engaging as the music content itself, thereby creating the best possible ad-supported music experience for both fans and brands,” says Albin Serviant, CEO of MXP4.
In the past year, MXP4 has been used by more than 100 popular recording artists and brands to drive engagement, viral distribution and purchases. Fans use the company’s applications for an average of 9.1 minutes per session, while 75% of traffic to campaigns viral within three weeks and click-through rates to purchase goods online exceeding 3%.
