In a bid to strengthen its revenue even further, Indian music streaming service Dhingana has rolled out ‘Premium Video Advertising” – video ads that run for 10-30 seconds, and which are displayed on-screen before or after a song is...
In a bid to strengthen its revenue even further, Indian music streaming service Dhingana has rolled out ‘Premium Video Advertising” – video ads that run for 10-30 seconds, and which are displayed on-screen before or after a song is played. For now, they’re available within Dhingana’s iOS app, with Android to follow. Speaking about the launching video ads, Rohit Bhatia, CEO of Dhingana ”Video is one of the best forms of advertising, delivering two-to-four times higher performance over regular display banner ads on mobile devices. Our video ads are carefully integrated to be shown when the user is already engaged with our music for several minutes to maximize the impact for the advertising brand without compromising the listening experience.”
The video ads service will enable advertisers and brands to engage consumers with pre-roll and post-roll TV quality commercials for 10-30 seconds, in place of album art or anything else that’s on the Now playing screen within the app. Launching for iOS — both iPhone and iPad — the ads will come to the Android app soon. I believe ads are a big turn off and hope the addition of video ads does not affects Dhingana’s user base.
Dhingana launched its ad platform last year, selling out ads on their portal and targeting advertisers such as movie production studios, music labels, independent musicians and telecom operators. The streaming service founded by twin brothers, Snehal and Swapnil Shinde recently partnered with Coca Cola to launch their new campaign. In March Dhingana launched 16 online radio stations.
Dhingana app which has been downloaded over 3.5 million times, offers more than 500,000 songs across 35 languages and claims a monthly active user base of more than 15 million. Currently, Dhingana is the only service which has an app for every Mobile Operating System (OS) including iPhone, Android, BlackBerry, and even the ageing, proprietary Nokia Phone OS.
The way music is distributed and consumed has changed over the past few years. A report by the International Federation of the Phonographic Industry, which represents the global recording industry, found that streaming services accounted for 20 per cent of the $5.8 billion of digital revenues earned by the music industry in 2012.
Image Courtesy | lsvp
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