Last.fm to Introduce Interactive Advertising Campaigns Using MXP4
Music Technology
PARIS--(BUSINESS WIRE)--CBS Interactive Music Group?s Last.fm, the worldwide leader in
music discovery, announced today that advertisers looking to drive
dynamic online engagement will now have the ability to do so through
highly interactive music features powered by MXP4 technology.
?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?
MXP4 apps can be customized for a more game like music experience,
allowing fans to not just play music, but play with it. Last.fm?s
new premium advertising platform results in branded environments and ad
units in which users engage with the songs themselves. Sponsored
pages will integrate MXP4?s FanMix, Remix It, Max It and Sing It, as
well as social gaming type features like 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, Vice President, National Digital Sales,
Last.fm.
?MXP4?s technology deepens that engagement by appealing to our
users? love of music and social communications. Through these unique and
highly interactive communications, Last.fm with MXP4 offers an exciting
experience for our advertisers and audiences alike.?
?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,? commented Albin
Serviant, CEO of MXP4.
In the past year, MXP4 has been used by more than 100 popular
recording artists and major brands to drive engagement, viral
distribution and purchases. MXP4 data shows that fans use
the company?s applications for an average of 9.1 minutes per session,
75% of traffic to campaigns is viral within three weeks and click
through rates to purchase good online can exceed 3%.
About MXP4
MXP4 develops interactive music solutions that create revenue
opportunities for the music, media and marketing industries. MXP4?s
video game-like environment lets consumers interact with brands as they
play with the music, resulting in high engagement, viral distribution
and conversion rates. The MXP4 Everywhere roadmap ensures the
interactive music technology is readily available in third party
services, apps and music formats. MXP4 is backed by Orkos
Capital, Sofinnova Partners and Ventech.
http://www.mxp4.com
http://www.twitter.com/TheRemixCulture
http://blog.mxp4.com/
The Fortex Group for MXP4
Ephraim Cohen, 646-807-8721
cohen@fortexgroup.comRead more