Dhingana LogoOnline music streaming site Dhingana has launched video roll advertising on its iOS app and will be rolling it out to its Android app soon, reports The Next Web.

At the time of writing this article, the video ads doesn’t seem to have been rolled out to us yet but the report suggests that the video ads will be displayed pre- or post-clip for 10-30 seconds, in place of album art or anything else that’s on the Now playing screen within the app.

Remember that Dhingana currently displays ads on the webAndroidBlackBerrySymbian, Windows 8 and free version of its iOS app. It also offer an ad-free paid app for Rs 110 on the iTunes App store.

In August 2012, Dhingana had launched an advertising platform, allowing brands to buy ads on its portal. At that time Dhingana had not disclosed the kind of ad formats it allows. Dhingana had said that through its new ad platform, advertisers can target their ads based on various parameters like music genre, geo-location, audience demographics and platforms.

Why Video Ads? The video ad format for a music streaming app is an interesting one, considering that people still prefer to store music locally on their handsets due to limited bandwidth issue. Music streaming still takes up less bandwidth than videos and putting up 10-30 seconds of videos before or after the clip might drive users either away from the app or to its paid app. Back in February 2012, Dhingana co-founder & COO Swapnil Shinde had stated in a conversation with MediaNama that, they consider advertising as its main source of revenue. However, leadership at Dhingana has changed since then and it had appointed Rohit Bhatia as its new Chief Executive Officer.

Dhingana already has existing relationships with advertising networks across both US and India and has worked either directly or indirectly with some advertisers like Nissan Infinity, Emirates, Gillette, Samsung, and movie production houses in India (Don2, Players). Earlier this month, Coco-Cola had partnered with Dhingana music streaming app for its campaign ‘Crazy for Happiness’ and claims to have received over 1-million ad impressions and an average click-through rate (CTR) of over 2% on mobile applications and over 1% on the website. However, at this time it’s not clear which advertisers have agreed for video ads.

Dhingana currently offers a HTML5 web app Dhingana.com, and native iOSAndroidBlackBerry and Symbian apps.

India has several music streaming sites, including Times Internet’s* Gaana.com,  Saavn*. Rediff recently shut its online streaming service Songbuzz. A few online radio sites have also cropped up – including Radiowalla, Planet Radio City, and Radio OneHungama also allows music streaming and more recently has launched its own music streaming app. Online retailers like Flipkart and Infibeam have launched music download services, and iTunes recently launched the iTunes store in India.

Disclosure: Saavn and Times Internet are advertisers with MediaNama