dentsu X, the integrated media specialist from the house of Dentsu Aegis Network (DAN), has joined hands with the Group’s programmatic expert, Amnet, to launch India’s first ever In-Read Audio campaign for The Association of Mutual Funds in India (AMFI).
The campaign, titled #Mutualfundsahihai, has been executed in collaboration with Rappio, a digital audio advertising platform, to raise awareness on mutual fund investments in India. For the record, Rappio offers advertisers and brands a targeted advertising platform to reach mobile consumers through audio advertisements.
Targeted at male and female users in the age group of 35 to 44, the campaign uses a programmatic platform to deliver an audio ad along with a display banner in a user-initiated audio content. Here, when users click on the button ‘read article’, the article starts reading itself as an audio ad that plays along with the banner. The banner is stationed at the center of the article, when heard.
The campaign has already garnered 1.3 million impressions in its primary performance category - General News, Sports and Entertainment, with an 18% CTR (Click-through-Rate) and an LTR (Listen-through-Ratio) of 37%.
“Listening to music is a very personal and immersive experience. An advertisement which violates that space, can have a jarring impact on the listener. On the other hand, while listening to audio podcasts / news, a user is more open to receiving other information, if they are targeted correctly. Programmatic audio on non-music platforms helped us do exactly that – reach the right audience in the right frame of mind. The results are encouraging and have strengthened our belief in programmatic audio. We look forward to leverage this further”, comments Punit Dharamsi, Vice President - Marketing & Investor Education, Association of Mutual Funds in India (AMFI).
Commenting on the campaign, Divya Karani, CEO, dentsu X explained, “dentsu X believes in the power of experience over mere exposure. We design consumer-centric experiences basis data-driven insights. The growth in voice marketing in India is a testament to our consumers’ comfort and preference with auditory media. Harnessing the power of audio with programmatic, we took an innovative approach of embedding digital audio within our messaging on news partner platforms. This really paid off, with very encouraging results, proving the success of combining sensory cues strategically.”
Salil Shanker, Chief Operating Officer, Amnet India added, “Digital audio advertising in India is still very nascent. It has the potential to help brands and marketers grow when used with new-age voice assistant devices like Google assistant and Amazon Echo. With Rappio, we are bringing this innovation of Programmatic Audio by personalizing brand messages for a viewer which will be delivered at the right time and place via audio content, programmatically.”