Songza partners with Weather.com for climate-related playlists
Vanessa Thomas, managing director for the Canadian office, tells MiC about the new option and future ad opps on the app.
Music curation site and app Songza has partnered with Weather.com to add the ability to create climate-focused playlists based on what Mother Nature has in store for the day, such as “Taking a Sunny Stroll” or “Watching Sunsets.”
Vanessa Thomas, managing director, Songza Canada, tells MiC that the new deal adds another data point to the site’s algorithm to help choose playlists for listeners (the others being day, time, device type, location, and the listener’s past behaviour).
Songza officially launched in Aug. 2012, with a Canadian office opening last October. The office has five full-time staff and eight part-time playlist curators, says Thomas. The service currently sees 2.7 monthly unique visitors in Canada, according to numbers provided by Songza.
There are advertising opportunities around the new weather-related playlists, says Thomas, noting clients have the option of creating named playlists like P&G did with “Sleeping Soundly with Febreze.” There is also the option of doing a site or app wrap, or 15-second pre-roll spots, but Thomas says the service won’t place audio ads inside the 3.5 hours of music in each playlist.
Thomas adds Songza Canada is looking to get involved with events like NXNE, Luminato and World Pride this summer, as well as creating season-specific playlists around things like relaxing at the cottage.