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.
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