Audio apps are one of the leading ways that mobile consumers listen to music these days. It’s a highly personalised experience anywhere, anytime. According to Localytics, music apps are the fastest growing app segment in terms of time spent in-app (79%).
That’s why Saavn, the Indian digital music platform, just rolled out programmatic audio advertising for mobile and digital advertisers. The format has been created together with AdsWizz, a London-based digital tech provider for the audio industries. The new platform will make it easier to buy audio ads in real time, target, optimise and report audio ad inventory.
Saavn currently has over 250 ad clients and a listener base of over 20 million unique customers. It says that because each music stream can be linked to a time-of-day and a location as well as device model and other demographics, audio advertising is essentially a “top of the funnel” branding opportunity.
Gaurav Kaushik, VP Advertising Platform at Saavn, explains:
“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.”
Together with AdsWizz and Omnicom Media Group, Saavn has created the first private marketplace for major brands. Hewlett Packard was among the first brands to run a digital audio ad programmatically on Saavn.
Amit Singla, Head of Digital Marketing at HP India, says that programmatic is the future of media purchasing.
“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.”
Indeed, targeting parameters as well as the fast upload of creatives cut the time it takes to launch a campaign. Marketers can then inspect engagement data and make adjustments accordingly. Multiple messages can also be run simultaneously.
Omnicom Media Group will offer its clients direct access to purchase audio inventory. According to the company, the private marketplace makes for a more closed system that essentially eliminates fraud, viewability or ad blocking issues.
The partnership to roll out programmatic audio ads comes at a time when music audio streams have increased 83% to 251 billion in 2016 in the US alone. Alexis van de Wyer, CEO at AdsWizz concludes:
“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.”