At the 2017 Mobile Marketing Association (MMA) India Forum and MMA SMARTIES™ India Awards & Gala, representatives from Saavn, streaming service for music and audio entertainment, led a panel on why mobile audio and podcasting is attracting more ad dollars than ever before.
For the panel, titled “The Next Frontier: How Advertisers are Tapping Into the Potential of Mobile Audio,” Ravi Shharma, SVP and head of sales at Saavn, spoke with Bira 91’s head of partnerships, Rohit Pillai, and Bollywood celebrity Neha Dhupia, the host of one of Saavn’s most popular original audio shows, #NoFilterNeha.
The discussion centred around the differentiation of audio in a cluttered visual advertising market. India has long used visual media when it comes to changing consumer behaviour patterns.
According to a recent Google Consumer Report for India, 76% of all mobile engagement for ages 25-44 is dedicated to music. Additionally, in a country where nearly 70% of the population is less than 30 years of age, many marketers view music as the means to engage youth.
Pillai, who has spearheaded campaigns for Bira 91 with Saavn, talked about the importance of reaching youth markets and millennials -- who are keenly aware -- with quality content and intention. “For us, it was crucial to identify a partner willing to discover and develop fresh content. We aim to work with [Saavn] to curate and create content that does not disrupt the consumer experience, rather enhances it.” Rohit Pillai said on the panel last Friday.
Dhupia provided the perspective of a creative producer and personality. Her audio show, in which she engages celebrities in raw, unfiltered and wildly-entertaining conversation, has just ended its second season. “From radio to audio books to podcasts, it seems people have always had a bit of a fascination with audio storytelling. Me and my company Big Girl Productions collaborated with Saavn on the original audio program #NoFilterNeha and I recognized this as a project I wanted to produce.