Anghami, the leading music streaming company in the MENA region, today introduced new innovative global technology for the first time in the region, bringing ground-breaking tools that will revolutionise listeners’ experience from an ad-supported music streaming. Anghami is the first regional platform to lead the change through its “Dynamic Creative Audio Ads” and “Programmatic Audio Ads” along with “Research-Enabled Audio offerings”.
The new technology will assist brands and creative agencies better connect with consumers through relevant messages and tailor them in real-time. Anghami’s new tools were launched today at the company’s regional “Audio Day” conference, organised with the support of its exclusive media representatives DMS – the digital arm of Choueiri Group.
The dynamic creative technology will help brands target consumers in real-time with personalised messages based on weather, time of day, location, device and, of course, the music they’re listening to. The programmatic tools allow for always-on, real-time consumer reach across all their devices. The data communicated through allows consumers to provide their feedback and preferences. This enables marketers to constantly evolve their approach to ensure their messaging is as relevant as possible while telling a compelling story. This flow of data going through the platform can generate research-enabled audio offerings that fit best to the brands strategies.
Addressing more than 200 representatives of top media agencies in the region at Anghami’s Audio Day, Elie Habib, co-founder and CTO of Anghami said: “The industry is in a constant revolutionary mode and Anghami is keeping its customers on the beat of its continuous evolution globally. Many brands are recognising that content, context and data-driven marketing is a great way to keep consumers engaged, and Anghami continues to expand and innovate to offer them the latest breakthroughs. Today the streaming audio company is the first to bring the dynamic creative technology, programmatic and research-enabled ad offerings to the regional audio marketplace. These new tools will allow us to customise a more personal experience for our listeners while providing customers with 3rd party research on impact of their campaigns.”
Marketers who want to learn how to better reach the music-streaming platform’s 50 million active listeners will gain access to real-time personalised creative at scale. Since its launch, Anghami’s catalogue has expanded to over 26 million songs, and its user base is expected to reach 55 million by the end of this year. Anghami also generates 750 million streams per month with revenue growing at a rate of 250 per cent to 300 per cent a year and is forecast to exceed US$20 million this year.
Elie Abou Saleh, Commercial Director at Anghami said: “The dynamic creative technology can scale a personalised experience while allowing marketers to target listeners not only based on demographics but also targeting psychographics. It can create thousands of versions of an audio ad easily and efficiently. Brands can record a script with multiple message variations, release ads in an automated way across devices and measure impact based on the consumer’s context and other data. Our extended database and ability to deliver tailored, data-driven audio creative in real-time, give us the opportunity to unlock the power of audio and allow brands to create their own sonic identities. These tools will serve as a foundation to a new era of dynamic ads.”
DMS’ Chief Operating Officer, Michel Malkoun, also commented that “Combining the local knowledge and expertise of the MENA media landscape with relevant, market leading technologies offers a more efficient and impactful alternative to agencies and marketers for buying media in MENA. These innovative solutions challenge the status quo and facilitate the development while enabling DMS and Anghami to push the envelope and continue to drive advancements forward.”
Anghami is the leading music streaming platform in the MENA region, with the largest library of digital Arabic music in the world. Anghami features licensed content from leading Arabic labels such as Rotana, Platinum Records, Mazzika, Watary and leading aggregators, as well as major international music labels such as Universal, Sony, Warner. enables users to discover new music, share tracks in real-time through social networks and download content for offline play. The company’s mission is to pioneer an ecosystem for the production and distribution of music in the Arab world, connecting artists, fans and emerging talent around music.
About Digital Media Services (DMS)
Digital Media Services (DMS) was incorporated in 2010 as the official digital media arm of Choueiri Group. Today, the Company extends a premium portfolio of online and mobile offerings, which reach 120 million Unique Users, generate 2 Billion Page Views and serve over 3.2 billion ads per month. Aligned with Choueiri Group’s commitment to and focus on digital, DMS received a brand makeover in April 2017, which expresses its unique strength as the true voice of independent publishers. DMS is headquartered in Dubai, with presence in key regional markets.