Gaana is the latest music-streaming service exploring the potential of interactive voice ads, following announcements earlier this year from Spotify and Pandora.

The Indian service is working with the same partner as the latter: Instreamatic, which has tech for ads that people can talk back to.

“With this partnership, Gaana listeners will engage with voice ads that present them with verbal prompts from a brand. For example, an ad’s call-to-action might invite the listener to respond affirmatively in order to receive more information about a product, or negatively to simply skip the ad,” explained the announcement of the deal.

There are also some important new figures in the press release: Gaana now says it has more than 125 million monthly active users, streaming more than 3.2bn tracks a month.

The former figure represents decent growth for Gaana, which said in April that it had 100 million monthly active users. It has thus added 25 million MAUs in eight months – an average of more than 3.1m net ads a month, which compares favourably to the comparable figures from Spotify (4.6m net monthly adds over the first nine months of 2019) and Tencent Music (1.9m).

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