Brands are constantly exploring newer avenues for the ever-evolving consumer on the go. With audience behaviour becoming increasingly personalised in terms of content consumption and the devices they access, it was imperative to create a platform that addresses the varying needs of individual consumers. Therefore, Isobar & AMNET have launched India’s first programmatically bought radio for its clients – DS Group, Microsoft and JK Tyres.
In order to execute the first ever digital radio, Isobar and AMNET partnered with digital audio companies, Triton Digital and AdsWizz by integrating data with Appnexus. This collaboration has enabled advertisers to decode demographic and geographic audience targeting by incorporating online and mobile radio buys within their digital ecosystem. Understanding the audience is what data is all about and the tool uses information to determine the interests of the brand’s customers to target new potential customers who share the same interests.
Online music consumption enabled by players like Guevara, Tunein, Planet Radio city, AIR Fm Gold and Music Live FM etc. have democratized the music industry in India. These players have been providing legal music to millions of audiences making it a lucrative segment for brands to capitalize on. However, until recently, media buys used to happen on these platforms on an ad hoc basis with no clear definition of the audience segment clusters. With the introduction of digital radio infusing intelligent targeting through programmatic solution, our tool will be efficient in aiding the process of acquiring new customers and delivering relevant output to existing customers via search, display, native, video and social.
Shamsuddin Jasani, MD Isobar India said, “Isobar has always strived to be ahead of the curve. As we identified the potential of audio/radio via digital early on, we recruited our expertise in programmatic to create a truly unique composition for our clients, and we are very happy to share that our esteemed clients believe in our product. We trust that the innovation will create a paradigm shift in digital and we would want to be the torchbearers of the revolutionary technology.”
Jyotsna Makkar, CMO, Microsoft India shared her views on the latest invention saying, “We always look for innovative ways to cut-through and are happy to be amongst the first marketers to explore the potential of this format.”
Richa Taneja, Manger Digital Marketing – JK Tyre said, “Today’s consumer is overloaded with content and advertising, getting into the mind of the consumer and showing exactly what he needs is the only way forward. With this breakthrough product- we are hoping to serve hyper personalized messaging to our end consumers in cost effective manner.”
O. P. Khanduja, Associate Business Head, Catch Salt and Spices, DS Group said, “Innovation has been the prime focus of DS Group’s marketing campaigns and Catch Spices’ initiative to be the first-ever brand in India to execute Programmatic Audio advertising validates that. In the past, we have been successful in communicating our brand proposition to our target audience seamlessly through programmatic buying for display and video campaigns, like the Catch Hing campaign. This would be a step further in the direction of communicating through an acoustic medium with effective messaging to our audience with whom we have interacted before, to achieve a more cumulative response.”
Salil Shanker, Business Head, AMNET India said, “At AMNET, we believe in extracting the full potential of our brand offerings by using AMNET Audience Centre to profile new customers, deliver unique messaging to brand loyalists, and connect audiences across channel beats they fall into – i.e. Search, Video, Social and Native. Many brands fail to connect with relevant audiences, who consume audio content on the go (on digital radio). At AMNET, we have managed to bridge this gap by introducing the first ever programmatic digital radio in India. Our recent associations with brands like Microsoft, DS Group and JK Tyres have identified the potential of digital radio like never before and adopted this new-age technology.”
