Spotify launches in MENA region with Connect Ads as sales partner

Listen up: Music fans can subscribe for free or pay for a premium service

Spotify, the largest global music streaming subscription service, last week officially launched in the Middle East and North Africa (MENA) region. Spotify has more than 191 million users globally.

Spotify is working with Connect Ads as its MENA advertising sales partner, and its inaugural advertisers are Hardee’s, Lipton, MercedesBenz Cars Middle East, MountainView, Samsung Gulf Electronics, The Coca-Cola Company and Western Union, all of which, the platform said, “have taken the opportunity to be the first brands to reach Spotify’s engaged audience of music fans in MENA”.

The music streaming service allows music fans to discover and enjoy more than 40 million local and  international tracks, billions of human-curated playlists for every mood and moment, and personalised music tailored to their own music tastes. Starting on November 14, users in MENA can visit spotify.com to download the Spotify app and use the free, ad-supported service, or can upgrade to Spotify Premium for extra service options such as offline and ad-free listening.

“Our commitment to discovery and personalisation has helped us to establish relationships with millions of people around the world and in turn create connections between brands and our users,” said Brian Benedik, vice-president and global head of advertising sales at Spotify. “We’re excited to open the door for brands and advertisers in MENA to tap into our streaming intelligence and innovative ad formats to connect with music fans.”

Mohamed El Mehairy, CEO of Connect Ads, said: “We are super excited to have Connect Ads chosen  to be the exclusive reseller for the Spotify advertising platform in MENA. Spotify’s unique blend of content and technology offers the MENA audience a multi-sensory experience like no other, which is also an excellent opportunity for brands to engage, connect and ultimately convert with this highly engaged audience.
“Our dedicated local teams have been working closely with Spotify and we are ready to extend the latest
ad products and best practices to the Middle East and North African markets. Great things are coming MENA’s way”