MUMBAI: On-line music streaming service Dhingana has launched an advertising platform to help brands to reach out to the Indian population around the world.
As part of the initiative, the site has also named face book’s product director of advertising and the creator of Google’s AdSense Gokul Rajaram on its advisory board. Prior to joining facebook, Rajaram spent five years as the Product Management director of Google’s Adsense and also ran a startup ‘Chai Labs’ which was later bought out by Facebook.
According to Rajaram, “The streaming market in India is growing at an unprecedented rate, offering myriad opportunities to consumers and brands. With more than 7 million active users on iOS, Android, BlackBerry, and Nokia devices, Dhingana has also been quick in tapping the huge impact that mobile is making in India”.
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Commenting on Rajaram’s appointment, Dhingana COO Swapnil Shinde stated, “We’re thrilled to have Gokul on board. Gokul has extensive experience in creating user-friendly and highly profitable experiences for social and mobile platforms. Gokul’s experience will be invaluable as we expand the service to reach more users.”
Dhingana is expecting the advertising platform to become a ‘must buy’ joint for advertisers such as movie production studios, music labels, independent musicians, mobile carriers and other brands to reach to young global audience. The site is also offering various ad formats to target ads which are based on factors like music genre, platform, geo-location, and audience demographics.
Speaking about the initiative, Dhingana CEO Snehal Shinde said, “Globally, over 11 million Indian music fans listen to their favourite music on Dhingana. We believe that this is a great motivation for brands looking at innovative avenues to reach out to them. This led us to develop a highly intuitive advertising platform.”
Earlier as part of beta testing of the platform, Dhingana had initiated campaign for the film Cocktail, driving 100,000 audio streams of the ad in the first 18 hours, and more than 1 million streams in the first five days.
