Music streaming service Saavn has launched programmatic audio advertising in India in partnership with AdsWizz, a US-based advertising company which specializes in radio and audio. Saavn’s base of advertisers can use relevant data of its users to serve ads to consumers.
Saavn’s programmatic ads take into account data such as time-of-day, location, device brand/model, mobile operator, genre, age, gender etc. Advertisers can select the parameters to select in a console accessible to media buyers on their laptops and desktops. Ads can be uploaded with a few clicks and the console also gives on campaign results in real-time, which would allow a brand to control where and how their message appeared.
Saavn and AdsWizz have also partnered with Omnicom Media Group to create a marketplace for audio ads. Omnicom’s clients plan to access Saavn’s digital audio advertising inventory, the company said. “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,” Saavn added.
Recently, SoundCloud also started airing programmatic ads with Triton Digital, an audio advertising platform that works with Pandora, Spotify, iHeartRadio and others and sells programmatic through its a2x platform.
Programmatic ads use software to purchase digital advertising, as opposed to the traditional process that involves a request for proposals, human negotiations, and manual insertion orders. It allows brands to deliver more targeted and specific ads.
In June 2016, the startup raised an undisclosed amount in funding from Guy Oseary, the CEO of Maverick records. In July 2015, Saavn raised $100 million in a funding round led by Tiger Global and from other existing investors. In August 2014, it had raised an undisclosed amount in funding from Hong-Kong based hedge fund Steadview Capital.