India-focused streaming music service Dhingana has inked a two-year deal with Universal Music to run advertisements for some of its artists, including ‘roadblock’ ads that have to be watched or listened to before users log in to the service. AdWeek reports that Indian artists Colonial Cousins and Sonu Nigam as well as Swedish EDM star Avicii will be the first three artists to get the treatment, with ads to appear across Dhingana’s web, mobile and tablet apps. It follows a two-week trial that generated 250k song pays, 500k ad impressions and 1m push notifications to Dhingana’s mobile and tablet users. “The success of this campaign was much better than I expected, quite honestly,” Universal Music India boss Devraj Sanjal tells AdWeek. “A roadblock campaign where every listener has to watch our content before they can log onto the service was pretty impactful.” Dhingana currently has 15m monthly active users, with 55% in India and the rest elsewhere in the world.

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