India gets programmatic radio buying debut

Indian radio is making its first foray into programmatic radio buying. Isobar, a digital marketing agency within the Dentsu Aegis Network, has partnered with AMNET to offer programmatic radio buying to three clients: DS Group, Microsoft, and JK Tyres. The partners are collaborating with Triton Digital and AdsWizz for the project.

Shamsuddin Jasani, MD at Isobar India, said that as more consumers switch over to digital listening, it’s only a matter of time before more advertisers take notice of the trend.

India has been a market of increasing interest for digital audio and music companies. Local service Saavn has been adding more features in long-form audio and video to its music offerings. International services such as YouTube have also been reporting successes, particularly on mobile.