JioSaavn’s programmatic audio inventory is now available on Google’s Demand Side Platform (DSP) – Display & Video 360 (formerly known as DoubleClick Bid Manager), adding all-new dynamics to the digital advertising gameplay in India.
India registered about 150 million music streaming users at the end of 2018, paving the way for programmatic audio[af1] in the country. The product integration will lead to a new wave that pushes the evolving audio advertising to the frontlines for many brands and marketers.
Display & Video 360 is one of the most popular marketing platforms in India. With investments in audio ads by marketers on the rise, and the current association with Google, the audio space will see a boom in the months to come; from increased product exposure as well as better economics of ad production and diffusion.
Although still nascent, the audio advertising space is fast growing with a number of early adopters tasting success from the move. “Digital audio inventory is on a steep rise and major ad tech companies are enhancing their platforms with digital audio solutions, allowing marketers to diversify their audience reach. More recently, Google also took an interest in audio, allowing marketers to purchase audio inventory directly through Display & Video 360. Programmatic, in general, allows marketers to efficiently test, assess and maximize new capabilities and JioSaavn is at the forefront of efforts to educate, demonstrate and supply the benefits of programmatic audio advertising in India,” said Gaurav Kaushik – Global Vice President, Advertising Platform, JioSaavn.
Matt Brocklhurst, Head of Platforms and Publisher Marketing – APAC, Google commented, “It’s great to see JioSaavn joining DV360. Marketers now running campaigns through Google DV360 will have the additional advantage of adding audio advertising to the traditional mix of display and video formats, simplifying inventory tracking and measuring success for all programmatic buys in one place. What’s more, because Display & Video 360 uses IAB’s VAST standard of delivery, it provides insights for audio ads that are similar to video formats, like telling you when a listener hits a certain point in the audio ad or presses mute.”
Programmatic audio ads take into consideration a variety of data sets like age, gender, location, music genres/ audio interests etc., so each custom ad can be customized to reach the best matched audience Advertisers will be able to set up campaigns through the Digital & Video 360, monitor results in real-time, offering better campaign control and targeted communication. The ability to buy digital advertising properties virtually, significantly reduces levels of human intervention, lengthy negotiations and manual order entries, boosting efficiency and freeing up team time for more value-added activities.
Currently, audio buying can only be transacted by means of a Programmatic Guaranteed deal type. However, as the market matures, OpenRTB protocols will be the norm, similar to display ad formats.
Marketers now running campaigns through Google Display & Video 360 will have the additional advantage of adding audio advertising to the traditional mix of display and video formats, simplifying inventory tracking and measuring success for all programmatic buys in one place. What’s more, because Display & Video 360 uses IAB’s VAST standard of delivery, it provides insights for audio ads that are similar to video formats, like telling you when a listener hits a certain point in the audio ad or presses mute.
JioSaavn has been the industry leader in the programmatic audio advertising business and was the first to run a programmatic audio campaign for mobile devices in the country back in 2016. Apart from Google, JioSaavn enjoys audio product integration partnerships with well-renowned DSP providers like Appnexus, Adswizz, Triton Digital, Targetspot, SpotX.