JioSaavn and Mondelez India have come together to kick-start a campaign using dynamic audio narratives. Unwrapping evolved possibilities for digital audio advertising, this campaign is set to leverage the power of real-time data to deliver hyper-personalised contextual ads.
This partnership focuses on building consideration for chocolate brand Cadbury Fuse as a hunger saviour. Having established itself as an out-of-the-box thinking brand that pushes creative boundaries, Mondelez India wanted an innovative way to connect with its target audience and deliver a narrative that was truly personal to each listener. The answer was found in the audio streaming giant’s capability to use streaming data along with its advanced ad-technology, to create enticing ad-experiences.
Dynamic Audio enables advertisers such as Mondelez India to deliver audio narratives that are highly contextual to a listener’s streaming experience and moment. In this partnership between JioSaavn and Mondelez India, each listener will hear an ad that is catered to their city, their time of the day, the day of the week, and the genre being streamed. This will lead to hundreds of audio ad permutations across four variables and can be scaled on the basis of desired customisation variables. The streaming platform is in fact the first to own the end-to-end execution of the campaign, completely in-house.
Virginia Sharma, VP, Brand Solutions at JioSaavn, said, “As an advertising publisher, it is our continuing mission to innovate through data and technology to drive efficacy for brands. Dynamic Audio offers advertisers the ability to combine the intimate and immersive nature of audio with the technological benefits of programmatic. We’re fortunate to have a partner like Mondelez and are excited to deliver upon their pursuit to drive personalization at scale.”
Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “This association will be another great add-on to our efforts in ensuring impactful and targeted communication, which is an essential factor in the journey towards continuously establishing our marketing and digital excellence. The dynamic audio narratives will help us ace our personalisation game and deliver a truly integrated marketing approach by leveraging the synergies between JioSaavn’s data-driven efficacy and our brand Cadbury Fuse’s innovative narrative. We are very excited to unlock the potential of Dynamic Audio to strengthen our consumer connect agenda.”
Personalising audio communication is not a futuristic vision anymore. This latest association spearheads a promising possibility for many brands to strike the right chord with their audience, penetrating their world through real-time advertising. Dynamic Audio opens the doors for brands to deliver experiences that are in-tune with a listener’s need states. From working out to road trips to cooking, brands can make the most of rich listener data to accompany listeners across earbud moments to truly help their brand stick.
