Leveraging digital audio for marketers in MENA - A white paper by WARC - COLLABORATION BETWEEN: Campaign Middle East
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A white paper by WARC
Leveraging digital
audio for marketers
in MENA
COLLABORATION BETWEEN:
© Copyright WARC 2022. All rights reserved.
CONTENTS 2
Contents
Foreword by Choueiri Group 3 Chapter 3
Foreword by WARC 4 Key considerations for best practice in audio 17
Overview 18
Introduction: Why audio matters 5 Content relevance 19
Increased trust 20
Chapter 1 Emotional intelligence 21
Contextualizing growth in audio 6 Case study: Libre - YSL 22
The global growth of streaming 7 Strengthening the local connection 23
Global consumption patterns - how they are evolving 8
The local growth of streaming 9 Summary:
The audio streaming landscape in MENA 10 What brands need to ask themselves in MENA:
Is your brand part of the gap? 24
Chapter 2
Connecting to core audiences in MENA 11 References 25
Being local makes a difference 12 Credits 26
For regional listeners, music streaming is the most common means
of music consumption 13
Younger audiences: redefining the value of radio 14
Role of audio in the marketing funnel 15
Case study: Lower funnel impact of audio - driving footfalls 16
© Copyright WARC 2022, All rights reserved.
FORWARD FROM CHOUEIRI GROUP 3
Foreword from Choueiri Group
Converting passive listeners to active streaming platforms than any other audio In order to reach these listeners, brands
listeners might sound simple, but the media format, as they seek to discover must identify the right context, the
challenge is striking the right note. With and explore culture as well as form new right moments, and the right streaming
the advancement of technology and connections. platform to deliver their message.
highly connected Gen Z and Gen Y
populations, music consumption has With consumers increasingly shifting The audio landscape is bursting with
evolved drastically over the past few allegiances and moving from passive opportunities and today’s consumer
years and is now more accessible to active listening, advertisers have has endless choices when it comes
than ever. With consumers spending started following suit. Available anywhere, to audio and ways to access it. By
increasingly more time at home and on anytime, and on demand, streaming audio choosing a platform that is highly trusted,
their devices, online music streaming is a promising new arena, especially in the emotionally connected, and relatable
is booming and expected to reach region, and a significant outlet for brands with an emphasis on local personality and
$24.71Bm globally by 2027. and advertisers striving to be pioneers in identity, brands can deliver impact from
the space. Working across every stage top to lower-funnel while making sure all
It’s hard to remember a time when of the funnel, audio advertising unlocks ears are on them.
listening to music didn’t happen via several opportunities from increasing
streaming. Music streaming platforms brand awareness to sparking conversion. To understand the opportunities in this
have transformed the way we interact with emerging space, we collaborated with
Mathieu Yarak
and share music. Powered by smarter and Yet how do you as a brand turn digital WARC on this study to gain an objective
Group Senior Director, Data
& Insights more personalised technologies, they audio advertising into a recipe for and independent viewpoint on shifting
Choueiri Group have evolved to become hyper-relevant, success? To start with, you need to trends and best practices. This would
engaging, and reflective of users’ true understand the importance of active be invaluable in shaping the strategy of
identities. While more traditional channels listeners. Active listeners are those who every marketer in our region.
like radio remain popular, consumers are emotionally engaged, connected, and
are spending more and more time on attentive at a given moment. Enjoy the read!
© Copyright WARC 2022, All rights reserved.
FORWARD FROM WARC 4
Foreword from WARC
A picture is supposedly worth a this emerging medium can offer their primary and secondary data points
thousand words, and it would seem that brands. This is in line with the growth of and a review of current thinking from
advertisers have taken that message consumption of content in digital audio reputable thought leaders, with the aim
to heart. In perhaps the busiest of streaming formats. Music, podcasts, and of contextualising the global and regional
advertising markets, the United States, audiobooks have become the staple of growth of audio and offering relevant and
consumers are exposed to between many consumers globally. actionable insights for marketers in the
2000 and 5000 advertising messages MENA region.
per day. And while other regions Brands have gotten onboard and created
may have somewhat lower volumes, personalised content that resonated While showcasing relevant data points
exposure to visual media and the volume with consumers, placed dynamic ads and case studies, we focused on the
of advertising and branding messages that have notably higher resonance, bigger picture. The key question we
is growing exponentially worldwide. It and sponsored creators for embedding have tried to answer is how brands can
can hardly be seen as surprising that their brand’s messages within their leverage digital audio to garner time,
the vast majority of ads displayed are content. The audio space has seen its attention and action from audiences in a
simply ignored. fair share of creativity and new ways to media consumption landscape defined by
reach consumers. But at WARC, we are fragmentation and saturation.
The reality is that grasping consumers’ interested in looking beyond creativity,
attention has become a huge challenge and focusing on effectiveness. We hope this report will offer a rich
Ashik Ashokan
for marketers. This is what makes source of inspiration and guidance for
Advisory Lead
audio such a crucial way for brands to We collaborated with Choueiri Group brands who are looking to connect with
WARC
differentiate themselves. to study the factors of growth in their audiences in the audio sphere.
audio streaming and to understand
At WARC, we are seeing a range of clients the best practices for connecting to
consulting us on the role of audio in the core audiences in the MENA region.
channel mix and the opportunities that The research uses a combination of
© Copyright WARC 2022, All rights reserved.
INTRODUCTION 5
Introduction: Why audio matters
As audio expands globally, what does the Local partnerships have also fuelled creative
picture look like in the Middle East? collaborations between artists, producers and
WARC has partnered with Choueiri Group tech. All of which means virtual concerts, artist
to take an initial look at the audio potential meet-ups, and seamless artist integration are
in MENA markets to evaluate how this now the digital reality. Young millennials Gen Z
channel opportunity should be assessed at For young millennials and Gen Z in particular, the emergence
During a time when physical interaction has
a local level. of new voices in the audio space has made them feel
been limited, Gen Z and millennial generations represented - 62% of millennials and 43% of Gen Z said they
Music streaming technologies are now smarter turned to streaming to discover and explore searched for more content from more diverse creators and
podcasts last year.
and more personalised than ever, meaning culture and form new connections.
greater engagement and even
more time spent accessing music through a
unique and evolving combination of formats
and services.
Technology has made music more accessible Millennials Gen Z Gen Z
than ever, with record companies’ investments In the UAE¹, for example, 73% of millennials and 54% of Gen Meanwhile, 51% of Gen Z believe they have more freedom
in artists, people and innovation paving the way Z believe that streaming platforms in general, including audio, than previous generations to express their authenticity and
for greater and greater growth. have significantly shaped the way they discover and connect both generations agree that today’s culture is more open than
to culture as a whole. ever to hearing divergent voices.
© Copyright WARC 2022, All rights reserved.
6 Chapter 1 Contextualising growth in audio © Copyright WARC 2022, All rights reserved.
CONTEXTUALIZING GROWTH IN AUDIO 7
Music Revenues
MILLION US$ Music streaming Music downloads
25,000
The global growth 20,000
of streaming
15,000
10,000
14,936
15,617
16,514
18,613
19,733
20,761
21,622
22,302
5,000
Music streaming and online TV/streaming have seen
the largest increase in consumption this year and 0
2017 2018 2019 2020 2021 2022 2023 2024
Source: Statista
together they are responsible for almost half of
the total increase in daily media time. Freed of the
shackles of limited playlists that plague traditional Global media consumption in 2021
media such as radio, music streaming is booming as Compared to 2020, % share of total media growth
consumers indulge in a dynamic musical experience.
Music streaming Online TV/streaming Podcasts Game consoles Print press Broadcast radio Online press Social media Linear TV
With music libraries growing on a daily basis, the
growth momentum of music streaming is projected to All adults 29% 16% 15% 12% 11% 6% 6% 5%
increase over the next four years2.
This is true across key demographics, though less Female 26% 11% 14% 11% 13% 9% 14% 2%
apparent among female and younger audiences as Male 22% 42% 7% 9% 20%
podcasts take a larger share among these groups. For
those aged 16 to 24, podcasts saw the largest increase
16 to 24 17% 9% 25% 12% 10% 22% 6%
in consumption last year.
25 to 34 23% 8% 12% 18% 12% 8% 11% 7%
A younger and more diverse audience is one of the
reasons a broader range of advertisers is beginning to 35 to 44 39% 22% 24% 14%
use podcasts in their campaigns.
45 to 54 45% 40% 16%
55 to 64 12% 74% 14%
0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Note: Based on quarterly surveys of Internet users aged 16 to 64 across 47 markets. Source: WARC Data
© Copyright WARC 2022, All rights reserved.
CONTEXTUALIZING GROWTH IN AUDIO 8
Global The majority of people think it’s fair to watch ads in
exchange for free content by country
consumption “I think it’s fair that we have to watch ads in exchange for free content”
Free content Ads
patterns - how they Spain
Mexico
are evolving Poland
India
As with other media, when it comes to listening, there Indonesia
was a shift from passive (AM/FM and satellite radio) UK
to active (streaming and podcasting), a trend fast- Italy
tracked by consumers spending more time in the
UAE
comfort of their home and less time in the car on the
go. This may also in part be down to the increase in Australia
smart devices – which could be good news for up- All
and-coming podcast talent. Hong Kong
Most global consumers agree that it’s fair to watch Singapore
ads in exchange for free content - consumers do not US
necessarily see ads as a problem. Recent research3 Germany
shows that when asked, most consider the bargain
France
between consumers and advertisers – that people
watch promotions in exchange for free content – to be Sweden
essentially fair. China
Denmark
G1. Have you ever purchased a product or service after seeing it advertised or reviewed on a
0% social
10% media platform?
20% Base: all respondents,
30% n=40%
2,230. Platforms
50% included: TikTok,
60% YouTube, 70%
Facebook, Instagram, Snapchat (Kwai for Brazil)
Source: YouGov, International Media Consumption Report 2021.
© Copyright WARC 2022, All rights reserved.
CONTEXTUALIZING GROWTH IN AUDIO 9
The local growth Factors for rise in audio consumption
of streaming Q4
2021
Q2
2023
Q4
2021
Q2
2023
Time Time
In the past decade, many local and international spent 1.34 hrs 1.43 hrs spent 1.32 hrs 1.42 hrs
players have set foot in the audio streaming arena
across the MENA region, which created a highly UAE KSA
competitive space for platforms, all fighting for the Reach 62.9 % 65.1 % Reach 58.7 % 61.9 %
listener’s ear and complete undivided attention.
In that competitive space, there are international
Source: WARC data
brands that have been in this industry for some time
now, such as Spotify and Deezer, both originating
from Europe, and are undeniably making waves in
the region. On the other hand, there are local players,
such as Anghami that positioned itself as the MENA
streaming platform which provides an offering that is
close to the Arab streamers’ culture and identity.
Music is an integral part of many aspects of daily ife A YOUTHFUL HIGH SMARTPHONE HIGH RATES OF
POPULATION PENETRATION MEDIA CONSUMPTION
in the MENA region. Listening to songs and artists
when driving is common across the board but for the More than 28% Saudi Arabia has one of In MEA, people spend an
of the population the highest rates of average of 3:31 hours on
16 to 24 age bracket, it is also closely associated with
is aged between smartphone ownership the internet via their mobile
exercise and time spent at the gym. For women, there 15 and 29 in the world and 1:42 hours watching
is also a 40% higher probability of listening to music TV every day
while cooking4.
Source: Ipsos Data, The state of music streaming in MENA research 2020.
© Copyright WARC 2022, All rights reserved.
CONTEXTUALIZING GROWTH IN AUDIO 10
The audio streaming Key players in the audio landscape
landscape in MENA INTERNATIONALLY
STREAMING BRANDS
LOCAL
BRANDS
ECOSYSTEM
BRANDS
SEMI-MUSIC
STREAMING BRANDS
Although the MENA market has reached maturity, that maturity does not
mean that audio streaming has reached market saturation in the MENA
region. The likes of Deezer and YouTube Music may have expanded their
geographic footprint in the market but huge potential remains, particularly
in Saudi Arabia. Unlocking that potential will ensure continued growth for
years to come.
Until recently, the lion’s share of regional growth has come from consumers
switching their allegiance from previous generations of music distribution –
be it physical sales or digital downloads – to streaming platforms. That growth Music streaming penetration among MENA
is forecast to continue in the MENA region, with overseas ventures making the
landscape more dynamically competitive. online population
Local player Anghami became the first Arab technology company to be listed Regardless of the platform
on the NASDAQ. Anghami, along with international streaming brands like
Spotify, YouTube Music and deezer form the big four that are the most talked KSA 59%
about services in the region. However, players like Huawei’s Music App,
Du Telecom’s Music Offering, Etisalat’s Music Offering, Gaana, Hungama,
MTN Music+, Samsung Music, Saavn and many others are also eyeing the
UAE 70%
same consumer base.
0% 10% 20% 30% 40% 50% 60% 70%
Source: Ipsos Data, The state of music streaming in MENA research 2020.
© Copyright WARC 2022, All rights reserved.11 Chapter 2 Connecting to core audiences in MENA © Copyright WARC 2022, All rights reserved.
CONNECTING TO CORE AUDIENCES IN MENA 12
Being local makes Reasons for preferring a music streaming brand
a difference Anghami Apple Music Spotify Deezer
(n = 779) (n = 261) (n = 306) (n = 173)
Ease of accessibility, the availability of preferred music,
and the large variety of Arabic and local music are the
top three reasons why streamers choose local players. 50% 48%
44% 45%
The homegrown brands remain resolutely focussed 40% 40%
on the MENA region and have developed an in-depth 40% 38% 38%
36%
understanding of its cultural nuances. It is for these 34% 35%
reasons that Anghami excels at local content and is 30%
favoured for its delivery of exclusive content.
22% 22%
An emphasis on local identity has helped to place 20%
Anghami uniquely among other key players in the region’s
music streaming market. Seven out of 10 music streamers 10%
in the MENA region agree that Anghami has a local
personality that shares similar values with them. It is a
0%
brand that feels relatable and like home, and recognises
the Arab users’ identity. An identity that is not based solely Easy accessibility Large variety of Good reputation/
on language, but also on culture, traditions and faith. on multiple devices Arabic & local music recommended
With an extensive, eclectic, and high calibre Arabic music
library and exclusivity for well known local singers, the like
of Amr Diab who recently signed an exclusivity with them
and removing all of his catalogues on YouTube and other
music paltforms. Eight out of 10 music streamers in the
MENA region view Anghami as a distinctive local brand
that they feel very close to4.
Source: Ipsos Data, The state of music streaming in MENA research 2020.
© Copyright WARC 2022, All rights reserved.CONNECTING TO CORE AUDIENCES IN MENA 13
For regional listeners, music streaming is the most
common means of music consumption
The frequency and time spent on music streaming exceeds radio, making it the main method for music consumption.
Over 70% stream music at least 4 days a week4.
MENA music streamers have infinite appetite for music Daily 4-6 Days a week 2-2 Days a week Once a week Less often/ never
9%
31% 30%
19%
50of MENA uses
%
50 %
of music streamers
Around
30 %
of streamers listen to
50%
stream music daily discover new music and music on these
via streaming new artists browsing platforms for least
12% 12%
platforms streaming platforms 3 to 5 hours a day
22 %
15%
Frequency of Frequency of
music streaming radio consumption
Base (all respondents)
Source: Ipsos Data, The state of music streaming in MENA research 2020.
© Copyright WARC 2022, All rights reserved.CONNECTING TO CORE AUDIENCES IN MENA 14
Younger audiences: redefining the value of audio
Audio is a Streaming Audio enables diverse viewpoints
stress-reliever drives culture and amplifies unheard perspectives
Delving into listener trends1 in the UAE, audio With curation being a critical part of how culture Gen Z is the most racially and culturally diverse
was perceived as a stress-reliever, where 69% of is being shaped today, streaming is being seen generation yet and it expects brands to reflect,
millennials and 58% of Gen Z use audio to reduce more and more as a key driver for discovery and represent and empower them through their
their stress levels. This was also backed up by the fact the formation of a global community. In the UAE, campaigns, talent partnerships and participation in
that 61% of Gen Z feel “more centered and generally 73% of millennials and 54% of Gen Z believe that social justice movements. For young millennials and
happier” when listening to their favourite music on streaming platforms in general, including audio, Gen Z in particular, the emergence of new voices in
a daily basis. 68% of UAE-based millennials see have significantly shaped the way they discover and the audio space has made them feel represented.
audio as a mental health resource. There is a growing connect to the culture as a whole. 64% of millennials 62% of millennials and 43% of Gen Z in the UAE said
listening average in podcasts related to mental health, and 46% of Gen Z in the UAE have used music as a they searched for more content from more diverse
alternative health and spirituality. way to discover cultures and experiences different creators and podcasts last year. Through audio,
from their own. 59% of millennials and 46% of Gen millennial and Gen Z creators are finding a medium
Z in UAE have made a friend who lives in another ready to embrace projects that represent and
country through music or podcasts. empower them and their communities. 51% of UAE
Gen Z believe they have more freedom than previous
generations to express their authenticity and both
generations agree that today’s culture is more open
than ever to hearing divergent voices.
© Copyright WARC 2022, All rights reserved.CONNECTING TO CORE AUDIENCES IN MENA 15
Role of audio in This overall potential of digital audio needs to be considered
in the context of how it can impact brand metrics
the marketing
funnel Average uplift on brand health – 2019 - 2021
CPG QSR AUTO eCOM
Audio advertising works at a local, regional and national CPG 19%
QSR 9%
level and across every stage of the funnel: Awareness +24% AUTO 36%
eCOM 51%
Increases brand awareness: Audio delivers wide reach
and high frequency. Nielsen Share Shift data shows that CPG 6%
adding audio to a TV campaign improves performance by QSR 12%
Favourability +21% 14%
20% whilst reducing costs. AUTO
eCOM 25%
Creates favourability: Audience members have close
CPG 11%
relationships with their preferred stations and platforms,
QSR 21%
and audio boosts brand familiarity and consideration. Consideration +29% AUTO 16%
eCOM 38%
Sparks conversion: By delivering urgent calls-to-action at
the most relevant times and places, audio motivates the CPG 8%
actions and interactions brands require. Purchase intent +27%
QSR 16%
eCOM 32%
Measurement done by CG Data.
(Research by DMS shows that audio delivers cross-funnel brand impact in the MENA region.)
© Copyright WARC 2022, All rights reserved.CONNECTING TO CORE AUDIENCES IN MENA 16
Case study: 2021 Yukon
Lower funnel impact of audio -
driving footfalls
GMC launched the 2021 Yukon in GCC. An immersive audio campaign
ran on Anghami to promote the launch.
The campaign objective was to Campaign goals: Measurement: Furthermore, the campaign increased
entice enough user curiosity The campaign aimed to spread awareness The CG Data team measured the awareness and favourability - there was a
about GMC’s re-launched of the 2021 Yukon. It sought to evoke user effectiveness of the campaign through a 114% increase in awareness (2x uplift) and
Yukon nameplate that would curiosity about GMC’s re-launched Yukon Footfall Attribution exercise (using a leading 121% increase in favourability (2.2x uplift)
nudge consumers to visit GMC and nudge prospective buyers to visit GMC GPS tech partner). This solution also helped
showrooms to check out the showrooms to check out the car. uncover the profile of the audience visiting The campaign was targeted towards 30
car. GMC showrooms and these crucial insights years+ men and succeeded in capturing
Approach: can easily feed into the retargeting strategy. their attention.
However, this task had become Immersive Audio Ads were used on Anghami.
The campaign’s impact exceeded the
more challenging due to reduced The campaign ran from January 2021 to Impact:
benchmark - 5% uplift vs control group’s
mobility during the COVID-19 March 2021. The three-month long campaign on Anghami
0.24 visit index (benchmark: 0:10)
pandemic. resulted in a high volume of showroom visits
The CG Data team conducted a Footfall at +8.5% KSA uplift over the control group.
Attribution exercise in KSA, in addition to a
Brand Lift Study.
© Copyright WARC 2022, All rights reserved.17 Chapter 3 Key considerations for best practice in audio © Copyright WARC 2022, All rights reserved.
KEY CONSIDERATIONS FOR BEST PRACTICE IN AUDIO 18
Overview
Research shows that matching ad creative to podcast experience for jazz lovers to celebrate the
listening context can boost performance. If anniversary of its annual jazz festival. Some 58,000
something is not looked at, then it cannot be jazz lovers listened to Akbank’s content in related
seen. However, if something is not listened districts, garnering a total of 4.5 million impressions.
to, it will still be heard as hearing is passive,
The intimate and trustworthy nature has been
involuntary and effortless. This allows ads to
particularly valued across the world during the
work their way into consumer consciousness and
pandemic.
trigger changes in behaviour even when people
are not paying attention to them. Audio provides an opportunity for marketers
to connect with consumers on a deeper level.
Audio offers an effective channel for localisation,
Radiocentre’s “Building Shelf Awareness” research
including differences in language and localities.
study found that having been passively exposed
Streaming platforms also enable the delivery of
to radio ads when driving to the supermarket,
targeted messages. Audio platforms can combine
respondents were 11% more likely to notice the
what users are listening to and device data to infer
advertised brands on-shelf and 30% more likely to
the “mood”, “mindset” and “activities” of their
buy them.
audiences, enabling more contextually relevant and
targeted messaging. Also, radio’s editorial context boosts audio
advertising processing, according to Radiocentre’s
Snickers refreshed its “You’re not you when you’re
“Emotional Multiplier” study. This identified that
hungry” brand positioning through audio advertising
radio’s mood-boosting editorial effect extends
in the UK which targeted people listening to untypical
into the ad break, enhancing engagement with
musical genres.
advertising by 30% compared to if heard when
Geo-fencing enables location-based targeting. preceded by silence.
Turkey’s Akbank created a location-based
© Copyright WARC 2022, All rights reserved.KEY CONSIDERATIONS FOR BEST PRACTICE IN AUDIO 19
Content relevance Consumer considerations for choice of audio platforms
Brand preference for audio platforms is deeply
influenced by the availability of musical content and the
Anghami Apple Music Spotify Deezer *Top 2 boxes
exclusivity of that music. Variety and relevance are also (n = 1,393) (n = 492) (n = 505) (n = 399)
important determinants.
When all of these connectors can be found in a single 80% 76% 80% 76%
73% 72% 71%
space, it wins music fans over. 69% 69% 69%
With over 423 million Arabs globally, Anghami’s extensive 60% 60%
Arabic song catalog serves as the only credible streaming
platform unifying Arabic music, not only in the MENA
40% 40%
region but worldwide.
20% 20%
0% 0%
It has the biggest catalogue of music. It is the best place to go for discovering
new music and artists.
Source: Ipsos Data, The state of music streaming in MENA research 2020.
© Copyright WARC 2022, All rights reserved.KEY CONSIDERATIONS FOR BEST PRACTICE IN AUDIO 20
Increased trust 2019 YouGov brand advocacy rankings: most improved UAE
The rankings are based upon YouGov Brandindex’s Recommend metric, which asks
“Would you recommend this brand to a friend or colleague?”
Globally, Anghami gives more than 75 million users access
“Would you tell a friend or colleague to avoid the brand?” (Net recommend score)
to over 72 million Arabic and international tracks to stream
and download, in addition to around 200,000 Arabic and
international podcasts. The platform has experienced Change
improved levels of customer advocacy over the past 12 Rank Brand in score
months.
This trust links to the importance of local relevance showing 1 Pakistan International Airlines 18.1
a clear understanding of the audience in MENA. From Umm
2 Netflix 12.4
Kulthum to Latifa, Arab female artists have played a pivotal
role in shaping the region’s music. However, in MENA, 60%
3 Huawei 10.0
of aspiring female artists feel stigmatised for pursuing a
career in music6. Those who do choose to move into the 4 Air France / KLM 9.0
industry have a hard time finding label support. In fact,
responses from MENA-based music labels showed that 5 Pepsi 8.7
female artists make up less than 13% of label signings in
the past five years. There is, however, hope for a brighter 6 Airbnb 8.2
future - that same survey showed that 86% of the labels
agree there is a demand for Arab female artists; it’s just that 7 Coca-Cola 7.6
finding this talent remains a challenge. Spotify launched a
regional campaign, “Sawtik”, highlighting the musical and 8 Anghami 7.6
cultural contribution of female artists through a series of
9 Crest 7.3
activities and experiences, including female artists taking
over the covers of 18 flagship playlists.
10 noon.com 7.1
Source: YouGov BrandIndex
© Copyright WARC 2022, All rights reserved.KEY CONSIDERATIONS FOR BEST PRACTICE IN AUDIO 21
Emotional Creative strategy
intelligence 2021 shortlist vs 2020 shortlist (selected strategies)
2021 2020
Emotional intelligence drives the region… and this Consumer-generated 52%
content, participation 35%
matters for audio.
38%
Emotion
Audiences in MENA are looking for opportunities to 30%
emotionally connect and audio could be key here. Based
38%
Storytelling
on WARC’s Insights from the MENA Strategy report, 30%
audiences are looking for deeper engagement. The 28%
Informative,
award-winning work demonstrated what can be aptly educational 45%
described as “emotional intelligence”. 24%
Sustainability,
responsibility 55%
This ability to deeply connect with consumers allowed
19%
brands to create digital experiences targeted to the Advocacy
30%
needs of their audiences. Of particular relevance was
19%
how tone and delivery were determined by a high level Personalisation
5%
of emotional intelligence in the brands’ communications.
14%
Humour
25%
0% 10% 20% 30% 40% 50% 60%
Source: WARC Data 2020-2021.
© Copyright WARC 2022, All rights reserved.KEY CONSIDERATIONS FOR BEST PRACTICE IN AUDIO 22
Case study: Libre – YSL
Emotive
connections
Moving closer from a distance. YSL and Anghami set out to re-ignite the The Approach: Introducing a virtually sound design technique that places the
March 2020: L’Oréal launched its YSL Libre campaign which had laid dormant irresistible connection. listener at the heart of the action. Users can
latest female fragrance “YSL Libre”, for the past five months. The comeback had Fragrance ads build emotive connections by be transported to places and experiences,
featuring the sights and sounds of to be well-orchestrated and in tune with the inspiring a range of feelings and fantasies. all through the power of sound.
brand ambassador and global pop challenges which the COVID-19 crisis had Leveraging Anghami’s newly introduced
brought into the mix. Results:
sensation, Dua Lipa. Sponsoring one commercial opportunity, “Immersive 8D
The sweet smell of success: 113%
of her top playlists on Anghami, the Audio Ads”, YSL became the first brand in the
Fragrances are highly experiential products. increase in CTR vs the industry benchmark.
campaign made a lot of noise with region to pioneer the development of a highly
How would the campaign build awareness Upper funnel impact: 67% increase in
streams increasing by 440% in less experiential journey for YSL’s Libre brand,
and engagement and get users to feel the brand awareness and 43% increase in ad
than two weeks7. Then, COVID-19 featuring Dua Lipa. Cutting-edge 8D immersive
intense power of YSL Libre in the wake of the recall. Female millennials most engaged
struck and the campaign was put on audio technology helped to recreate the
COVID-19 pandemic, when consumers were amongst users.
pause. previously designed YSL Libre audio ads in the
practising caution, locked indoors and socially Mid funnel impact: 25% increase in brand
new 8D format, with distribution commencing
August 2020: Staging a comeback, distancing themselves? consideration and 7% increase in brand
across the GCC, targeting females (18 to 44).
favourability.
Immersive or augmented reality audio is a
© Copyright WARC 2022, All rights reserved.KEY CONSIDERATIONS FOR BEST PRACTICE IN AUDIO 23
Strengthening
the local
connection
As part of Anghami’s “Community Support The platform began granting over 400 with free advertising on its platform by
Plan” to help artists and subscribers cope regional independent artists US$1.5 million offering a special US$6/month family
with the financial struggles of COVID-19, worth of “amplify” credits which allow artists subscription plan that’s valid for 12 months.
Anghami pledged US$3 million worth of free (who are compensated every time their music
audio ads for small businesses in the MENA is played) to promote their content and music
region8. releases on Anghami.
So far, the Beirut-based music streaming Additionally, the platform has launched a
giant has already run US$850,000 worth of “Support My Music” button which informs
free audio ads supporting 90 businesses listeners about how they can support regional 1. 2. 3. 4. 5.
and is currently working towards supporting artists. Small business Local artist Artist support Helping offline COVID-19
more, according to Anghami co-founder and support via ads support button businesses family offer
CTO Elie Habib on the platform’s official blog, Anghami is working on allowing small go online
“Anghami Talks”. businesses to launch their online storefront
© Copyright WARC 2022, All rights reserved.LEVERAGING DIGITAL AUDIO FOR MARKETERS IN MENA 24
Summary:
What brands need to ask themselves in MENA:
Is your brand part of the gap?
Despite strong evidence supporting audio media
1 3 effectiveness, many brands appear unwilling
Audio Avoiders Cross Platform Champions to invest in the channel. A study by Ebiquity
WARC data shows that 29% of advertisers don’t invest They are already exploring audio’s full potential and
and Radiocentre placed radio second in overall
in audio at all. continue to test and learn, optimising their investment
across platforms and creative strategies. performance against factors like targeting,
maximising campaign reach and increasing
2 4
campaign ROI. Yet only 16% of respondents
to WARC’s The Marketer’s Toolkit survey plan
Digital Onlys Broadcast Believers to increase spend on radio and audio in 2022
Some advertisers take the right first step by jumping They are likely to have seen the benefits of radio
– though that figure rises to 38% in the case
into podcasts and cutting-edge audio formats early. and now push deeper, investing in other forms of
of podcasts. For brands in the MENA region,
But they don’t explore the full extent of audio, missing audio. The categories investing the most in radio,
the large pool of consumers and the power of context. currently in the US, for example, are financial services we hope that our paper has not only provided
WARC data shows that 38% of brands are planning to and automotive. Both dedicate 9.3% of their media compelling evidence of the power of digital audio,
spend more on podcasts this year. budgets to radio.
but also shown how to leverage it.
© Copyright WARC 2022, All rights reserved.LEVERAGING DIGITAL AUDIO FOR MARKETERS IN MENA 25
References
1. Spotify Culture Next UAE Report, 2021.
2. Statista, 2021.
3. YouGov, International Media Consumption
Report 2021.
4. Ipsos Data, The state of music streaming in MENA
research 2020.
5. Campaign Middle East, 2021.
6. Spotify Newsroom, Spotify’s new Sawtik initiative
shines a light on emerging arab women in music.
7. Digital Media Services, Case study,
Libre-YSL, Can you hear the scent? 2020.
8. Digital Media Services, Case Study, Anghami
drives GMC showroom visits, 2021.
9. Menabytes, 2020.
10. DMS Brand Lift Studies Benchmarks (CG Data).
© Copyright WARC 2022, All rights reserved.LEVERAGING DIGITAL AUDIO FOR MARKETERS IN MENA 26
Contributors
Ashik Ashokan Katie Sterling Kunal Sinha
Advisory Lead Global Head Principal
WARC of Advisory Consultant
Mathieu Yarak
Group Senior Director,
Choueiri Group Data & Insights
© Copyright WARC 2022, All rights reserved.27
Who we are About Choueiri Group
At WARC, our purpose is to save the world from Today, we help 75,000+ marketers across 100+ At Choueiri Group, our love for media drives everything
ineffective marketing by putting evidence at the countries. Our clients include the world’s leading we do.
heart of every marketing decision. brands, advertising and media agencies, media
owners, research companies and universities – Whether you are an advertiser looking to engage your
We believe that effective marketing is based on audiences or a media company seeking to amplify your
including the top-five largest agency groups and
facts and not opinions. voice, we are the right partner for you.
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Since 1985, we’ve brought confidence to marketing Rooted in our deep understanding of the region and our
Learn more about WARC Advisory here.
decisions through the most trusted research, case passion for innovation, over the past 50 years, we have
studies, best practice, data and inspiration. found new ways to empower brands to resonate with the
For more information on bespoke advisory
market. While our industry continues to evolve, we will
projects contact imaad.ahmed@warc.com or continue to adapt alongside it.
edward.pank@warc.com
With our diverse portfolio of over 50 media companies
across television, radio, print, OOH, digital and cinema,
and our best-in-class data, tech, and content capabilities,
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