Online music streaming website Dhingana has launched an advertising platform, allowing brands to buy ads on its portal. This was first reported by TechCrunch.
Offerings: According to a statement from the company, Dhingana is currently offering various ad formats and is targeting advertisers such as movie production studios, music labels, independent musicians, telecom operators, and brands which intend to reach out to a young audience. Dhingana said that through its new ad platform, advertisers can target their ads based on various parameters like music genre, geo-location, audience demographics and platforms. Dhingana currently offers a HTML5 web app Dhingana.com, and native iOS, Android, BlackBerry and Symbian apps.
Back in February 2012, Dhingana co-founder & COO Swapnil Shinde had stated in a conversation with MediaNama that, they consider advertising as its main source of revenue and they already have existing relationships with advertising networks across both US and India and has worked either directly or indirectly with some advertisers like Nissan Infinity, Emirates, Gillette, Samsung, and movie production houses in India (Don2, Players).
Ad formats: While there is not much information on what type of ad formats are available in the platform, the screenshots suggests ad formats like homepage skins on its web portal, full screen ads on mobile apps and audio streams. The company also stated that as part of a beta test, it ran a campaign for the Bollywood movie Cocktail and claimed to have driven 100,000 audio streams of the ad within the first 18 hours and more than 1 million streams in the first five days. Note that Dhingana’s competitor, Times Internet’s* Gaana.com had also started inking advertising deals on its streaming platform, beginning with a deal with Airtel.
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