We7 to Introduce Personalised Advertising
Online music streaming service We7 is modifying its customer sign-up process to enhance advertising opportunities. The move is aimed at encouraging users to supply more information about themselves so that brands can send them more targeted and personalised ads.
We7 CEO, Steve Purdham, said, "Feedback from advertising agencies highlighted that data-driven campaigns will increase in importance in 2011 and recent efforts have made our audience more directly targetable".
We7 has also given users the ability to sign up to their service using Facebook Connect. Another change towards the end of last year saw it shift from music on demand to personalised radio. This has driven user registrations and lowered their operating costs since the royalties they pay per song on radio-style services are approximately one-third of those paid when a user streams a specific song on demand.
The company is proving to be alert to consumer demand to increase its market share over main rival Spotify. It currently has three million users per month in the UK.