new delhi indian music streaming platform gaana has launched new audio ad capabilities that let marketers create hyperpersonalized ads for each user across its 150 million audience base the company said in a release the ads will drive realtime contextuality and relevance by tagging parts of commercial scripts based on age gender location weather time music preference device and other third party data it addedthe brands ad engine will leverage a mix of realtime data for instance age location weather and an exhaustive user databucket built over the past 10 years allowing marketers to create permutations for each creative depending on the characteristic differences of each individual user such highdegree personalization has until now been an exclusive feature of display adsspeaking at the launch prashan agarwal ceo gaana said audio streaming is rapidly evolving as an indispensable part of the media mix of most consumer brands across lifestyle tech and online services among others as the industry leader we pride ourselves on having the most comprehensive suite of ad formats that enable our clients to reach their intended audience in a native and experiential setting to further this agenda we have launched dynamic ads with the ability to customize audio creatives based on a target users demographics and other crucial psychographic metadata to drive significantly higher brand recall that will offer the crucial edge marketers need in this noisy worldthe music streaming industry has seen a threefold growth in the past two years and is expected to reach 400 million monthly active users in the next 2 years as the countrys goto music app with over 150 million users streaming over 35 billion songs every month the ability to target this massive userbase with dynamic programmatic audio capabilities will be a gamechanger for the indian marketing community