Digital audio ad spend on the rise in the Middle East

A recent industry event examined the outlook for digital audio in the Middle East and North Africa. Music streaming company Anghami organized a Digital Audio Day alongside Triton Digital and DMS, the digital arm of Choueiri Group. A report shared at the event found that 69% of marketers in the region expect to increase their digital audio ad investment by up to 15% this year.

Dr Youmna Borghol, head of data at Choueiri Group, shared some results on streaming music adoption, including a 24% share of time spent with digital audio in Saudi Arabia, the leader for the area. “Users in the region spend an average of 81 minutes on the platform each day, marking 64 per cent growth year over year,” Borghol added.

“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, Anghami’s co-founder and CTO. “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.”

Anna Washenko