Audio Advertising - GCC | Statista Market Forecast

Ad spending in the Audio Advertising market in GCC is forecasted to reach US$122.00m in 2024.
The largest market within GCC is Traditional Radio Advertising with a market volume of US$102.90m in 2024.
When compared globally, the United States is expected to generate the highest ad spending, amounting to US$19.07bn in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$6.26 in 2024.
In the GCC, Audio Advertising is rapidly gaining traction as companies leverage the region's high smartphone penetration and tech-savvy population for targeted campaigns.

Definition:
Audio Advertising refers to advertising via traditional radio and digital audio. The category of Traditional Radio Advertising refers to advertising on the program service of a terrestrial radio station or network (terrestrial radio broadcasting and satellite radio services in the U.S. and Canada). Digital Audio Advertising includes all ad revenue generated through pre- and in-stream audio ads that appear in music (music also includes all kinds of radio services) and podcast streaming services

Structure:

Traditional Radio Advertising includes all types of spot formats of traditional radio advertising (e.g., classic spots, live reader, content spots, allonge). It also includes direct (local) advertising, in which advertisers reach out to individual stations, and indirect (national) advertising, in which advertisers employ media buying agencies to manage their advertising purchases from individual stations.
Digital Audio Advertising includes ad-supported free versions of premium subscription services or services funded by advertising. Formats can be single spots, tandem spots, or popular special advertising formats such as presenting, on-air promotions, and infomercials, directly embedded in the audio file or dynamically inserted.

Additional information:
Audio Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Radio Advertising and Digital Audio Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional Radio Advertising broadcasting on the program service of a terrestrial radio station or network
Digital Audio Advertising through pre- and in-Stream Audio Ads that appear in music and podcast streaming services

Banner or Video ads included only in the web player of the streaming service

The Audio Advertising market in GCC is experiencing significant growth due to several key factors. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to the development of this market.

Customer preferences: Customers in the GCC region have shown a strong preference for audio advertising. This can be attributed to the increasing popularity of audio streaming platforms and podcasts. These platforms provide a convenient and personalized way for users to access their favorite music, podcasts, and other audio content. As a result, advertisers are increasingly utilizing audio advertising to reach their target audience in a more engaging and immersive manner.

Trends in the market: One of the major trends in the Audio Advertising market in GCC is the shift towards programmatic audio advertising. Programmatic advertising allows for real-time bidding and automated ad placements, enabling advertisers to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to deliver personalized and relevant audio ads to their audience. Another trend in the market is the integration of audio advertising with voice-activated devices. With the growing popularity of smart speakers and voice assistants, advertisers are exploring new ways to engage with consumers through audio advertising. This includes creating interactive and voice-activated ads that can be triggered by specific voice commands or responses.

Local special circumstances: The GCC region has a high smartphone penetration rate, with a large percentage of the population using smartphones for various activities, including listening to audio content. This presents a unique opportunity for advertisers to target consumers through mobile audio advertising. Additionally, the region has a young and tech-savvy population, which is more likely to engage with audio content and respond positively to audio advertising.

Underlying macroeconomic factors: The GCC region has been experiencing economic growth and diversification, which has led to increased consumer spending power. This has created a favorable environment for advertisers to invest in audio advertising and reach a larger audience. Furthermore, the region has a strong presence of multinational companies, which are increasingly utilizing audio advertising to promote their products and services. In conclusion, the Audio Advertising market in GCC is developing rapidly due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are leveraging the popularity of audio streaming platforms and podcasts, as well as the advancements in programmatic advertising and voice-activated devices. With the region's high smartphone penetration rate and growing consumer spending power, the future of the Audio Advertising market in GCC looks promising.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional radio advertising (broadcasting programs on terrestrial radio stations or networks) and digital audio advertising (pre- and in-stream audio ads and podcast streaming ads).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.