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Campaign Online Briefing brings to the main stage the audio channel and how it influences consumers in the current media landscape. Technologies have evolved and placed audio in different formats such as voice assistants and streaming platforms, also changing the interactions surrounding this medium. The Covid-19 pandemic further developed audio audio-only content, such as podcasts and audiobooks, as people looked for a way to escape the screens.
According to Kantar, this medium has overtaken influencer content as the preferred digital ad medium and podcast ads are perceived as both better quality and more relevant compared to 2020.
When the IAB GCC revealed the MENA digital adspend in 2020, the industry body highlighted the growth of podcasts as a medium for advertising – they generated approximately 500m euros in Europe in 2020.
So how can marketers leverage the power of audio as a medium, and what does the future hold for audio advertising?
A harmonious troupe of experts will discuss how the audio landscape is growing and evolving. The panellists will discuss recent changes and the drivers behind them, from technology to consumer habits to increased content offerings.
They will examine podcasts, streaming, digital audio, targeting, measurement, the relationships between our ears and eyes, and how well-produced content can become music in our hearts.
If your marketing uses sound, join us to find out about the latest best practice and new thinking. If you’re not yet using sound to sell, log in to find out how to start making it work for you.
Panel 1: Lend me your ears
The webinar’s first session examines the creative potential of audio as a storytelling medium.
A panel of audio marketing experts looks at what new developments mean for brands. They debate how audio can be measured and better targeted at specific audiences, and they will explain where the industry is going, tracking rising trends and giving advice on how to ride the wave of sound.
The panel will look at the growing audio landscape, and its uniqueness for marketers; the creative potential of audio as a storytelling medium; the targeting and measurement capabilities of digital audio; and the future of audio and its growing role in the media industry.
Speakers:
Moderator: Joubran Abdul Khalek | VP Commercial, Anghami
Ray Samman | Integration Director, Publicis Groupe – One Team Stellantis
Schatzi Gheita | Quaker MENA – Senior Marketing Manager, PepsiCo International
Claire Fletcher Calvert | Head of Engagement, OMD
Panel 2: Cast away
The last couple of years have seen a surge in podcasting, driven by factors as varied as the growth of streaming platforms, affordable data, celebrity endorsements and new funding models. In the region, local content is growing in both quantity and quality, and MENA is finding a voice – in Arabic as well as English. Our second panel brings together top podcast experts to explain how the market is developing, and how marketers can make the most of it.
What content is popular? Who is producing the most engaging work? What length and content work best? How can you measure success? And more.
If you or your brand has a podcast, join us to see what others are doing. And if you’re not casting yet, join us to find out how you can leverage this powerfully personal medium, from adverts and sponsorships to guest appearances and hosting your own show.
The virtual event is free to attend and can be viewed from any screen.
