Ingrooves acquires ‘high-value’ audience discovery tech patent

The company says Smart Audience makes campaigns which are driving an increase in streams at nearly double the rate compared to traditional methods such as relying on identifying fans via their social media behaviour. In this way, listeners are more likely to stream an artist’s music with deeper engagement and a higher probability of becoming an avid fan.

Ingrooves says that the new tool does not depend on personally identifiable information, making it  compliant with privacy regulations globally.

The platform conducted a case study comparing the Smart Audience digital marketing of single ‘Rest Up' by Boy Pablo . The study was in a controlled setup where the artist was marketed online using additional traditional techniques.

"The patent is another significant milestone in our development of innovative marketing solutions that empower labels to be more strategic in reaching new streaming audiences with the best ROI," said. “Our data analytics and AI team is solving the problems of high-value audience identification on streaming services using proprietary patented methods that preserve user privacy while providing actionable opportunities for our label partners to grow their artists’ fanbases.”

Ingrooves’ chief analytics and AI Officer, Dr SK Sharma said: “We had the foresight to make an early investment in prescriptive analytics and AI, building a world-class team that understands how to use mathematical, scientific, and analytical methods to interrogate massive amounts of data and translate the most important findings into actionable insights. The results are years in the making, and we are now able to use those insights to invent and power the most innovative solutions available to artists anywhere.”

Interested users can access Smart Audience through Ingrooves’ Dispatch Ad Suite, an ad-buying service that automatically identifies audiences likely to stream their content and then send targeted advertising on Facebook and Instagram. Smart Audience campaigns don't consider genres or platforms. Instead, they push listeners to stream songs wherever they listen to music.

This is not the first patent Ingrooves has secured. In  2020, the platform was granted a patent for an AI-powered music marketing technology.

The new tech could benefit niche musicians whose works require a deeper level of engagement by listeners, as well as give marketers a powerful advertising tool. The success of Smart Audience campaigns differs to traditional campaigns in that it is measured  based on increased conversion into streams whereas the latter method simply looks at the number of ad clicks.