Sixty-nine per cent of marketers in the Mena region expect to increase their investment in digital audio ads by up to 15 per cent this year, a report said.

The regional potential remains huge when compared to global trends, with the US alone recording a112 per cent increase in audio ad spend, according to research on “Brand uplift studies” in 10 sectors conducted by Choueiri Group with Nielsen.

More regional brands and marketers are using the power of audio to deliver messages to more than 50 million consumers from the Mena region, said Anghami, a leading music streaming company.

This was revealed at the first “Digital Audio Day” organised by Anghami, with the support of its exclusive media representatives DMS, the digital arm of Choueiri Group, as well as Triton Digital, a leading global technology provider to the audio industry.

International and regional experts who addressed over 200 advertisers, marketers and brand managers said that audio advertising is predicted to grow significantly in the region.

“The adoption of digital audio advertising in the region is still in its early stages, but the growth opportunities are huge for the sector,” said Elie Habib, Co-Founder and CTO at Anghami.

“This evolution is led by the rise of music streaming, the strong impact of digital audio ads on brand performance, the mobility of digital audio, and the customisation of personal experiences with the latest innovative technology. Anghami, which has become synonymous with audio streaming in the region, has been at the forefront of these developments in digital audio advertising. Moving forward, we expect to be working hand in hand with marketers, brand managers and advertising agencies to open up a world of innovation for the sector.”

Elie Habib gave the Audio Day audience a sneak peak of the innovations’ roadmap that the platform will introduce, to further cement its leadership position in audio streaming and to open up the huge potential for brand engagement with users.

“In today’s highly mobile and connected consumer environment, advertisers are investing in digital audio for several key reasons,” said Anna Bager, senior vice president and general manager, Mobile and Video Centers at the Interactive Advertising Bureau (IAB).

 “This medium has a large and growing audience, with approximately 80 per cent of music listeners having used an online streaming service in the last 12 months. In addition, its consumer reach is highly effective, and its results are measureable. All of these factors played an important role in bringing the revenue of digital audio ads to $1.1 billion in 2016, and this trend is expected to continue in the same upwards trajectory.”

Dr Youmna Borghol, head of Data at Choueiri Group added, “We observe a shift in consumer behaviour. Music streaming is how the world listens to music today, with a 21 per cent increase in time spent on music apps. Saudi Arabia is leading with a 24 per cent share of time spent with digital audio, as compared to 15 per cent in the US. Users in the region spend an average of 81 minutes on the platform each day, marking 64 per cent growth year over year. Digital audio is also reaching new consumers and tapping into new markets, making the audio landscape bigger.”

Research shows that digital ads are two times more likely to lift brand awareness, three times more likely to lift purchase intent, and three times more likely to lift brand favourability than any other kind of digital campaign. Today Anghami is the first to bring the dynamic creative technology and programmatic, research-enabled ad offerings to the regional audio marketplace. These new tools will enable a more custom, personal experience for listeners while providing customers with 3rd party research on the impact of their campaigns.

Elie Habib added, “Anghami and DMS are excited to lead the effort in innovation in audio advertising, in order to ensure that our partners share in the continued growth of the audio industry.”

During the day, world-renowned neuroscientist Dr. Amy Belfi from New York University (NYU), showcased how sounds influence our thoughts, memories and emotions. Benjamin Masse, Managing Director, Market Development and Strategy at Triton Digital,? and Dara Maher, Senior Director, Digital at OMD Dubai closed the event with a panel titled “digital audio in today’s media mix”.

“Digital audio ads are personal and native, with the unique ability to convey a brand’s message to its target audience wherever they may be – at work, at home, or on the go,” said Masse.

“The addition of digital audio in today’s media mix has had a tremendous impact on brand awareness, and on the overall performance of cross-channel media buys. Our mission is to make it easy for brands and buyers across the globe to leverage this efficient and effective advertising channel, through the provision of total audience measurement and integrated advertising technology within the buying platforms that are used today. With digital audio no longer a nascent advertising channel, the time to take advantage of its tremendous reach and impact is now.”- TradeArabia News Service