into-it ad

There’s a new kid on the block in music advertising called Into-It. It’s launching a beta test today of its technology, which gets people to download a Chrome browser extension and choose their favourite music genres and artists. They’ll then see personalised ads when they visit certain websites – news site The Independent is being used for the beta test.

Into-it says that the test includes labels (EMI, Columbia Records, Domino, Brownswood Recordings, Full Time Hobby) as well as venue Koko and merch company Terrible. Franz Ferdinand, George Ezra, Bastille and Chase & Status are among the artists being promoted.

Founder Lee Henshaw, the man behind programmatic advertising agency Silence Media, said that the beta test comes ahead of a commercial launch this autumn. The argument is one of giving more control to consumers over the ads that they see.

The key challenge will be making the perceived benefit worth installing a browser extension and completing the signup process.

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