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Online Music Service Dhingana Launches Ad Platform; Ropes In Gokul Rajaram

Online music streaming website Dhingana has launched an advertising platform, allowing brands to buy ads on its portal. This was first reported by TechCrunch.

Offerings: According to a statement from the company, Dhingana is currently offering various ad formats and is targeting advertisers such as movie production studios, music labels, independent musicians, telecom operators, and brands which intend to reach out to a young audience. Dhingana 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. Dhingana currently offers a HTML5 web app Dhingana.com, and native iOSAndroidBlackBerry and Symbian apps.

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 and they already have 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).

Ad formats: While there is not much information on what type of ad formats are available in the platform, the screenshots suggests ad formats like homepage skins on its web portal, full screen ads on mobile apps and audio streams. The company also stated that as part of a beta test, it ran a campaign for the Bollywood movie Cocktail and claimed to have driven 100,000 audio streams of the ad within the first 18 hours and more than 1 million streams in the first five days. Note that Dhingana’s competitor, Times Internet’s* Gaana.com had also started inking advertising deals on its streaming platform, beginning with a deal with Airtel.


Appoints Gokul Rajaram To Advisory Board: Along with the platform launch, Dhingana also announced that Ex-Googler Gokul Rajaram, who is currently serving as Facebook’s Product director for Ads, has joined its advisory board. At Google, Gokul Rajaram was the product management director for Adsense and was one of the people responsible for developing the Adsense program.

Previous Developments: In May 2012, Dhingana had launched an open graph app on Facebook with integration to Facebook’s new Timeline. This app enabled users to share the music they are currently listening to with their Facebook friends in realtime and allowed the user’s friends to play music right from the Facebook Timeline.

Dhingana had also recently introduced dynamic adaptive streaming for its iOS apps, which featured auto-adjusting quality control, thereby allowing users to stream music continuously on slower or fluctuating Internet connections. This feature was initially limited to its iOS app but the company said that it will soon be extending the service to its Android, Nokia and Blackberry apps. Dhingana also added that it had clocked 2 million downloads as of July 2012.

The company currently claims to have 11 million unique visitors across 220+ countries, which includes 7 million on its mobile apps. In conversation with MediaNama, Shinde had claimed that that their service has over 3.5 million unique users from India as of February 2012, of which 150,000 are daily users. He also added that around 60% of Dhingana’s users on web and its mobile apps come from India. Dhingana also claims to have a collection of more than 4,00,000 songs across 35 different genres, up from 300,000 digital tracks across 35 languages in February 2012.

*Disclosure: Times Internet is an advertiser with MediaNama

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