Audio Advertising - MENA | Statista Market Forecast

Ad spending in the Audio Advertising market in MENA is forecasted to reach US$639.90m in 2024.
The largest market in MENA is Traditional Radio Advertising, with a market volume of US$526.60m in 2024.
When compared globally, the United States is expected to generate the most ad spending, reaching US$19.07bn in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$3.05 in 2024.
In MENA, Audio Advertising is seeing a surge in popularity as brands leverage local dialects to connect with diverse audiences effectively.

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 MENA has been experiencing significant growth and evolution in recent years.

Customer preferences: Consumers in the MENA region are increasingly turning to audio streaming services for their entertainment, creating a high demand for audio advertising opportunities. With the rise of digital platforms and mobile devices, there is a shift towards more personalized and targeted audio ads to capture the attention of the audience.

Trends in the market: In Saudi Arabia, the largest market in the region, there is a noticeable trend towards incorporating influencer marketing into audio advertising strategies. Collaborating with popular social media influencers and content creators has proven to be an effective way to reach the younger demographic in the country. Additionally, the use of programmatic audio advertising is on the rise, allowing for more efficient ad buying and targeting.

Local special circumstances: In the United Arab Emirates, a key market for audio advertising, the multicultural environment presents a unique opportunity for advertisers to create campaigns that resonate with a diverse audience. Adapting audio ads to different languages and cultural nuances has become essential in this market to ensure maximum impact and engagement.

Underlying macroeconomic factors: The increasing internet penetration and smartphone usage across the MENA region are driving the growth of the audio advertising market. As more people gain access to online streaming platforms and digital content, advertisers are keen to invest in audio ads to connect with consumers in a more meaningful way. Additionally, the changing regulatory landscape and data privacy laws are shaping the way audio advertising is executed in the region, pushing advertisers to be more transparent and compliant with regulations.

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.