Dentsu X, Amnet launch programmatic audio campaign for AMFI

20 Aug,2019

By A Correspondent


Dentsu X has joined hands with the group’s programmatic expert Amnet to launch the 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.


“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 said: 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.”


Added Salil Shanker, Chief Operating Officer, Amnet India: “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 personalising brand messages for a viewer which will be delivered at the right time and place via audio content, programmatically.”



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