Reflecting the emergence of newer avenues of radio and music consumption in India, programmatic radio buying has been introduced in the country by Isobar.

Isobar is a digital marketing agency and a part of the Dentsu Aegis Network.

It has partnered with AMNET to offer the service to three of its clients – DS Group, Microsoft and JK Tyres in collaboration with digital audio companies Triton Digital and AdsWizz by integrating data with Appnexus.

With a growing number of platforms offering free legal music, online music consumption is on the rise in the country, making it a lucrative segment for brands.

Programmatic radio buying enables advertisers to decode demographic and geographic audience targeting by incorporating online and mobile radio buys within their digital ecosystem.

According to Isobar India MD Shamsuddin Jasani, their new offering will marry the data acquired from digital players to target consumers, allowing advertisers to programmatically buy audience targeted digital radio units based on the consumers’ music listening behaviour.

Which means that advertisers can target different profiles of consumers, with different ads at different points by running many different versions of a radio spot on one of these on-demand music players at the same time.

Another advantage for advertisers is that the spots become more budget-friendly and tap into a new market.

According to Jasani, with more and more music consumers going digital as data prices come down, it’s only a matter of time before more advertisers take notice.