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Dhingana inks ad deal with Universal Music India

Indian music streaming service, Dhingana has forged two-year
ad deal with Universal Music India. The ad partnership was finalized after a
two week ad test run.

The test run included ‘roadblock ads’ which makes the user
listen to content before listening to a song of their choice and ‘re-skins’
which modifies the look of the music app/page to show promotional material and
artists.

Indian music streaming service, Dhingana has forged two-year
ad deal with Universal Music India. The ad partnership was finalized after a
two week ad test run.

The test run included ‘roadblock ads’ which makes the user
listen to content before listening to a song of their choice and ‘re-skins’
which modifies the look of the music app/page to show promotional material and
artists.

This has led to a 6 percent click-through rate, 250,000 song
plays and 500,000 ad impressions. The first ads are supposed to be exclusive
ones for Colonial Cousins, Sonu Nigam and Avicii.

Dhingana recently raised $7 million in a Series B round from
Lightspeed Venture Partners along with participation from previous Inventus
Capital and Helion Venture Partners, who had already invested an undisclosed
amount in the startup in the Series A round.

The service which started in 2007 has now gone on to amass
15 million monthly users. It is available on mobile apps for many platforms in
addition to Windows 8 app and its website.

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