Saavn launches programmatic audio advertising for mobile devices

Saavn has announced the launch of programmatic audio advertising in India, the newest addition to Saavn’s extensive suite of advertising technology offerings. This platform, created in partnership with AdsWizz, automates the real-time buying, targeting, optimization, and reporting of audio ad inventory into a few simple steps.

Gaurav Kaushik, VP Advertising Platform at 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 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."

Global digital audio solutions provider AdsWizz, Omnicom Media Group, and Saavn created the first private marketplace for major brands. Hewlett-Packard (HP) was the first brand advertiser in India to run digital audio buys programmatically on Saavn.

Amit Singla, Head of Digital Marketing, HP India, said, "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. The reduction in time to set up campaigns and get real-time reports is an added benefit, especially in an increasingly media fragmented world."

Anil Pandit, Associate Vice President at omnicom Media Group, said, "We are pleased to be the first agency to bring programmatic audio to India, and the prospect of quickly scaling a mobile medium with 100 percent share-of-voice for brands is beyond exciting. While digital audio advertising is a compelling way to change consumer mindsets, its delivery in a closed system also eliminates nagging issues like fraud, view ability and ad blocking in digital advertising."

Alexis van de Wyer, CEO, AdsWizz, said, "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."