Shams Jasani: The Future is Programmatic RadioLast year, we debuted programmatic radio buying in India, an industry first. It reflected a client demand for newer avenues of media buying and the rising consumption of online music in India.
We know the connected customers of today expect consistent, intelligent and personalised online experiences, be it in when shopping, consuming content or when being served advertising, so we understood that digital radio advertising needed to deliver just that, and across multiple channels. It was increasingly important to create a platform that could reach out to individual consumers at various touchpoints.
We identified the opportunity to tap into advertising alongside online music providers. Working together with our sister agency under the Dentsu Aegis Network, Amnet, we rolled it out to three of our key clients — DS Group, Microsoft and JK Tyres — in collaboration with digital audio companies, Triton Digital and AdsWizz, through data integration 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.
First published on Marketing Interactive.