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Saavn launches programmatic audio advertising

The online music streaming platform enters into a strategic partnership with AdsWizz and Omnicom Media Group. It intends to enable brands to access Saavn’s 20 million listeners with real-time buying and selling of audio advertising

BestMediaInfo Bureau | Mumbai | February 3, 2017

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Saavn announced the launch of programmatic audio advertising in India, the latest addition to Saavn’s suite of advertising technology offerings. The online music streaming platform enters into a strategic partnership with AdsWizz and Omnicom Media Group and intends to enable brands to access Saavn’s 20 million listeners with real-time buying and selling of audio advertising.

Programmatic audio advertising automates real-time buying, targeting, optimisation and reporting of audio ad inventory into a few simple steps. Major brands across India, including Saavn’s current base of over 250 advertisers, can now use relevant data to significantly simplify the process to access and communicate with Saavn’s listeners.

The collaboration reflects focus on world-class technology and data-driven solutions for advertisers to reach mobile consumers in an emotionally engaging environment.

Gaurav Kaushik, VP, Advertising Platform, Saavn, said, “Digital audio advertising represents one of the largest untapped opportunities for brands to generate new demand and grow their businesses. We had over 1.8 billion real ad impressions in Q4 and each one of them is unmatched in terms of sophisticated targeting capabilities and helping deliver insights for brands. Our programmatic solution can simplify the otherwise complex process of planning, executing and reporting dynamic digital audio campaign on mobile devices.”

Hewlett-Packard (HP) was the first brand advertiser in India to run digital audio buys programmatically on Saavn. Targeting parameters such as gender, age, geography, device, mobile operator, time-of-day, and other custom cohorts; HP was able to engage its broadly identified target customers and create awareness for its PCs among them.

Amit Singla, Head of Digital Marketing, HP India, said, “The future of media buying is programmatic because it helps us focus our time, energy and resources on creativity and messaging for people who will find our products most useful. Audio ads literally allow us to speak with our target customers in a high engagement environment on Saavn. The reduction in time to set up campaigns and get real-time reports is an added benefit, especially in an increasingly media fragmented world.”

Omnicom Media Group and their clients plan to access Saavn’s digital audio advertising inventory. In order to streamline operations, Omnicom’s clients are able to purchase audio inventory without wasting time in a lengthy direct sales process, protracted negotiation, and tedious campaign set-up.

Anil Pandit, Associate Vice-President, Omnicom Media Group, said, “We are pleased to be the first agency to bring programmatic audio to India, and the prospect of quickly scaling a mobile medium with 100 per cent share-of-voice for brands is beyond exciting. While digital audio advertising is a compelling way to change consumer mindset, its delivery in a closed system also eliminates nagging issues like fraud, view ability and ad blocking in digital advertising.”

Alexis van de Wyer, CEO, AdsWizz, said, “We are excited to partner with Saavn as the industry leader in music entertainment to launch programmatic audio in India for the first time. We’ve worked hard to build a world-class platform exclusively focused on audio that brings buyers and sellers together and creates a fluid market. Given the complexity of programmatic advertising, it was important to work with a technology-focused company like Saavn to bring this offering to the India market.”

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