AdsWizz and HT Media Ltd. have teamed up to launch India’s first programmatic podcast marketplace.
With real-time buying and selling of podcast advertising, brands can reach millions of Indian listeners through this strategic partnership this is the newest addition to HT media’s broad offering, dubbed “FabX.”
In India, podcast advertising is still in its infancy. Sponsored episodes and branded podcasts are obvious possibilities open to both publishers and advertisers in podcasting, and with Programmatic as a news outlet, it’s a win-win situation for the Indian podcast business.
This action establishes itself as a reliable way of providing access to monetization options in a market that is fragmented with Subscription-based models and independent content selling.
“Our relationship with Hindustan Times exemplifies the market’s enormous potential,” says Patrick Roger, AdsWizz’s VP of New Markets.”With our platform, advertisers can easily reach a highly engaged audience by combining the power of programmatic advertising with the power of podcasts.”
Advertisers can further assure brand safety by only displaying ads to podcast shows or episodes with certain themes as a primary theme using our AI Transcription Technology.”This partnership will automate podcast ad inventory purchase, targeting, optimization, and reporting in real-time.
As the amount of material grows, advertisers will be able to select their area, time, and demographics.
What’s more interesting is that one of the main reasons why podcasts are gaining popularity among Indians is that they are free.
By 2023, the number of listeners is expected to increase to 170.6 million, and India’s music, radio, and podcast market would have doubled. As the audience for podcasts develops, the introduction of programmatic advertising opens the door to additional brand communications spending on the format.
“It’s an exciting and proud occasion for us to introduce advertising to the power of immersive media like Podcasts.”Fever Network and Next Radio Ltd. CEO Ramesh Menon says
Podcasts in Hindi, English, Telugu, Tamil, Bengali, Kannada, Gujarati, Marathi and other vernacular languages are available in India. In podcasts, this variety boosts interest and encourages a longer attention span.
This knowledge is useful not only for advertisers but also for podcasters in India who want to create monetizable content.
Podcasting is a self-contained, free-flowing medium, but it lacks a single promotional avenue that can provide a podcast publisher with recognition and financial gain. Understanding genre and reaction, as well as demand for specific themes and gauged interest, will all be aided by the use of this platform.
HT Media aspires to be what YouTube is to video creators for podcasters. It thinks that every Indian has a secret podcaster with a tale to tell. With their podcast content-generation company HT Smartcast and partner companies like HubHopper, it is enabling them.
Under its history, it has enabled the creation of a new medium for sharing voice.
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