Kuku FM Becomes India’s Top Audio OTT Platform with InMobi and Glance
An audio OTT platform primarily for podcasts, Kuku FM is revolutionizing Indian radio with audio books, programs, and more. It caters to a wide audience by offering content in 10 languages and is now the market leader in the Indian audio OTT space with the highest number of active subscribers.
“"When we began working with InMobi and Glance in 2021, we were looking to greatly expand our customer base and reach people across all parts of the country, penetrating equally into Tier-2 and Tier-3 cities to build the biggest Indian community of regular audio listeners. Today, we are the number one audio OTT platform in India. Our partners at InMobi and Glance have been an integral part of our journey towards making this happen, and the best part is, we saw our customer acquisition costs dropping significantly while our scale continued to increase. This was a truly beneficial effort for us, and we look forward to achieving more milestones with InMobi and Glance as we continue to grow"
Tejasvi Batria
Director - Growth, Kuku FM
In India, where people speak multiple languages and seek content in these languages, Kuku FM wanted its rich library of audio content to reach relevant audiences across all parts of the country. Thus, the brand wanted to get more app installs and subscriptions across India (including Tier-2 and Tier-3 cities) and acquire new listeners at scale to establish itself as the leading audio OTT platform in the country
Achieving this goal required intelligent, thoughtful targeting at a wide scale. Kuku FM thus partnered with InMobi and Glance to embark on an exciting customer acquisition journey across various digital platforms. While InMobi helped the brand engage mobile-first Indians and acquire high-value users, Glance inspired consumers to act with just one click on the lock screen of their smartphones. Together InMobi and Glance enabled Kuku FM to create a significant brand value as an audio OTT app, especially among Gen Z and millennial audiences, making it a top audio content app in India.
1. Picking the Best Time to Serve: Reaching Out at the Right Moment
Pizza Hut chose to reach its audience with relevance across special occasions and everyday moments. For special moments, they leveraged weekends such as Easter and Friendship Day, when people are most likely to order in with friends and family. Considering pizzas are a popular choice for mealtimes with large groups, the brand chose these moments to launch their new pizzas and deals.
2. Getting the Base Right: With Compelling Visuals and Clear Communication
The brand created full-screen visuals showcasing appealing imagery of food and crisply calling out the deals on them, so the user could easily capture the information at a glance and visit the website to order – without unlocking their phones.
3. Topping it with an Unmissable Lock Screen Takeover
The thoughtfully designed visuals and messaging reached its audience in a completely unmissable way with Glance’s unique lock screen takeover format. These roadblock ads ensured zero distractions as the creatives covered the entire lock screen, driving maximum impact – a reach of 41.02 million users and over 1.18 million clicks in a single day. The CTA led the viewer to Pizza Hut’s website without unlocking their phone.
By exploring a variety of avenues, Kuku FM was able to reach a vast audience, increase app installs, and grow its subscriber base. InMobi and Glance continue to be top partners for Kuku FM, with the brand investing a significant portion of its ad spends on these platforms.
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