JioSaavn, the country’s largest music and audio streaming service, highlighted the growth of digital audio advertising on its platform this summer sharing data for brand-led revenue and increased advertiser count (for April to August 2020 against the same period in 2019).
The data revealed that over 120 brands chose to amplify their marketing narrative by adding JioSaavn to their media mix. The streaming platform further identified a 72.5% increase in the number of unique brands that have come on board since 2019, with as many as 85 new brands choosing to engage with the platform in various ways - including pandemic-related advertising.
Several verticals, including FMCG, Media & Entertainment, Health & Fitness, Alcohol-Beverages, Gaming and BFSI, doubled down on their digital audio presence - using JioSaavn’s massive reach to connect with millions of users.
Numerous categories amplified their advertising spends on JioSaavn with revenue increases up from the previous year for Media & Entertainment (265.8%), E-commerce (97.1%), Alcohol-Beverages (69.3%), and Real Estate (79.8%). Gaming, one of the lower spending verticals in 2019, emerged as one of the top 5 spenders in 2020 with a 235.6% increase.
As outdoor spends moved indoors during the on-going pandemic, FMCG brands including Nestle and Reckitt Benckiser are turning to JioSaavn to boost sales of essential products for products like Dettol and Kit Kat. The advertiser growth of the category rose to 600% during the lockdown in India as compared to 2019.
OTT brands like Netflix, Amazon Prime Video and Disney+ Hotstar continue engaging with JioSaavn, showcasing consistent YoY revenue growth, while Mobile App leaders like Amazon, Bumble and Swiggy continue to leverage the national reach of JioSaavn building on their stay-home strategies. The segment saw a revenue uptake of 97% in 2020.
As users continue to spend a large part of their day streaming on JioSaavn, Health & Fitness brands, including the Fitelo App, My Protein and Pharmeasy, are choosing the platform to help users stay fit indoors. With hyper targeting and customization, category brands were at an all-time high, with a 500% growth spurt.
Speaking on advertising growth, Virginia Sharma - Vice President of Brand Solutions at JioSaavn, said, “We regularly engage with advertisers to understand their needs and challenges as they look for high reach and brand-safe environments. The surge in our advertising numbers has in large part been because of our growing user base, the increased adoption of digital audio and the bespoke brand-marketing experiences our fantastic in-house teams craft. We make it super easy for first-time audio advertisers to choose us.
She added, “The promising momentum we’ve built is indicative of our next quarter as we move into the festival season, with JioSaavn continuing to build earbud moments for our brand partners during ultra-mobile moments.”
The most recent brand to choose JioSaavn for advertising innovation is Ford India, adopting a unique approach to market its new Ford Freestyle Flair Edition by partnering with the platform to curate exclusive playlists for millions of consumers through a JioSaavn Brand Channel. With the combination of content integration and media inventory, the audio and music experience aims to bring alive the 'Freestyle' characteristic of the brand. The Freestyle Channel features eight playlists, customized for various moods & journeys including ‘Woofer Beats’; ‘Romantic Drives’; ‘Road Trips’; and ‘Safarnama’, among others. On booking any variant of the Ford Freestyle, customers can avail of a one-year premium subscription to ad-free music with JioSaavn Pro.
