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Saavn partners AdsWizz, Omnicom to launch programmatic audio advertising

MUMBAI: Online music streaming site Saavn has announced the launch of programmatic audio advertising in India.

The new programmatic audio advertising is created in partnership with global digital audio solutions provider AdsWizz and Omnicom Media Group. The audio advertisement automates real-time buying, targeting, optimisation and reporting of audio ad inventory into a few simple steps.

The audio advertisement will allow major brands across India, including Saavn’s current base of over 250 advertisers, to use relevant data to significantly simplify the process to access and communicate with Saavn’s 20 million listeners.

Said Saavn VP of advertising platform Gaurav Kaushik, “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.”

The Omnicom Media Group, AdsWizz, and Saavn collaboration reflects a focus on world-class technology and data driven solutions for advertisers to reach mobile consumers in an emotionally engaging environment.

AdsWizz CEO Alexis van de Wyer 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.”

Omnicom Media Group and their renowned clients also 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 setup.

“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% share-of-voice for brands is beyond exciting,” said Omnicom Media Group AVP Anil Pandit. “While digital audio advertising is a compelling way to change consumer mindsets, its delivery in a closed system also eliminates nagging issues like fraud, viewability and ad blocking in digital advertising.”

AdsWizz, Omnicom Media Group and Saavn have created the first private marketplace for major brands like Hewlett-Packard (HP), which is the first brand advertiser in India to run digital audio programmatically on Saavn.

The targeting parameters such as gender, age, geography, device, mobile operator, time-of-day, and other custom cohorts are available to select in a simple console accessible to media buyers on their laptops and desktops. HP was able to engage its target customers and create more awareness for its PCs among them. The time taken to launch this digital audio brand campaign was drastically reduced.

Creative assets were uploaded easily and sophisticated reporting on campaign results were available in real-time, allowing stakeholders to control where and how their message appeared. Beyond specifying targeting parameters, major brands like HP gain invaluable data insights on listener engagement across the country. Eventually, brands will also run hundreds of audio advertising messages simultaneously, using sophisticated data-driven cohorts for the right audio message to reach the right listener.

HP India head of digital marketing Amit Singla 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.”