Saavn has reportedly launched programmatic audio advertising in India in partnership with AdsWizz, a technology provider of advertising solutions for the digital audio industry, and Omnicom Media Group, the media services division of Omnicom Group Inc.
Brands including Saavn’s current base of 250 advertisers, will now able to automate real-time buying, targeting, optimisation, and reporting of audio ad inventory in a few simple steps.
Speaking on the development, 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 Bn 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.”
Started in 2007 by Vinodh Bhat, Rishi Malhotra and Paramdeep Singh, Saavn today has over 20 million listeners around the world.
Under this partnership, 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 setup.
Besides, this will also give brands invaluable data insights on listener engagement across the country. Each stream provides details like the time-of-day, location, device brand/model, mobile operator, genre, age and gender, among others. These parameters will be available in a simple console accessible to media buyers on their laptops and desktops and will ensure that the right audio message reaches the right listener.
“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,” said Amit Singla, head of digital marketing, HP India. HP was the first brand advertiser in India to run digital audio buys programmatically on Saavn.