European music service Deezer has partnered with ad-technology provider AdsWizz to help monetize local ad inventory in many of its global markets.
Paris-based Deezer operates in 180 countries, and while it has built out local sales operations in some, the hook-up with AdsWizz’s AdWave audio ad exchange is intended to boost revenue and brand extension in others.
“Our key challenge for this year is to properly monetize ad inventory, especially new inventory in some countries,” Tristan Rachline, Deezer’s global head of sales told RAIN in a call from Paris. “In some specific countries we have a local sales force, and sales reps. In many other countries we don’t have a local team, so AdsWizz is a perfect partner to monetize our new inventory on a global basis. We are opening inventory in some of those countries to start; eventually the partnership will be rolled out globally. It’s really bringing us revenue for sure, and also awareness in the local advertising market.”
the partnership will launch first in Austria, Germany, the United Kingdom, Spain, Switzerland and the Netherlands, eventually reaching other market — but not France. “France is the historical market for Deezer,” according to Rachline, “and still the most important market for sales. France inventory is almost always totally booked by the local sales force.”
We asked about the rumored U.S. launch, and received a definite answer with a vague timeline: “We will definitely be launching the service in the U.S. in the coming year. We don’t have specific timing. We are looking for some partners to launch in the U.S. As of today, we cannot communicate more on the U.S. launch. But we hope to tell you more later.”