Anghami Grows Audio Ad Business Three-Fold in One Year
Anghami is the first platform to bring music marketing into the region through audio ads and sponsored playlists, and the solution is not only disrupting the regional music industry but also giving top brands the opportunity to exclusively customize a user’s experience.
The rise of streaming has extended artists’ reach, expanded users’ content accessibility and improved brands’ targeting. Through Anghami, marketers are tapping into “deep music intelligence” to communicate the right audio ad to their target audience using technology, data and emotions. This represents one of the mega trends within music marketing in the region.
Since inception, Anghami has partnered with more than 20 mobile operators from 10 countries and worked with over 200 brands and technology providers to provide international and local music to over 40 million users.
Elie Abou Saleh, Commercial Director at Anghami said: “Music has always been a major focus for brands to communicate to potential consumers. Nowadays, the change is through the medium and the message. We are helping brands craft their sonic identity through different personalized solutions by creating tailored music that fits different moments of the day. This allows them to offer users a musical journey that complements their activity and matches their product or service.”
MENA consumers are relying more on brands’ digital messages to guide them through a purchase journey. 91% of online consumers in the UAE and 88% in KSA have acted after seeing an online ad, video, audio, or website content from a brand that is relevant to them. In a region where the majority of the online population consumes content across devices, brands are looking for ways to put their content into context to reach their relevant consumers.
Abou Saleh adds: “We expect to continue to see a rise in music marketing. Audio ads in particular offer a captive experience that provide brands 59% higher brand recall as well as 2X more on purchase intent versus display. In addition, targeting with Anghami’s audio ads not only utilizes data metrics but also emotions.”
Today, music is more accessible than ever before with the increasing popularity of streaming. This means music listening is at an all-time high and people rely on their favorite songs to accompany their various experiences. Anghami leverages the connection between music and activities by providing people with playlists made up of the best songs for activities like running, driving, exercising etc. and also offers brands the opportunity to sponsor those targeted playlists.