New Study Reveals Insights into Audio Creative in Podcast Adverts across MENA Region

A new report, conducted by audio analytics and research platform Veritonic in partnership with independent podcast company Acast, sheds light on programmatic podcast advertising and the impact of audio creative on podcast adverts. The study focuses on the MENA region, where 83% of podcast listeners expressed contentment with ads that support free content. As the podcast audience continues to grow, advertisers are urged to create tailored audio ads to connect with this expanding demographic.

Importance of Strategic Audio Assets in the World of Podcast Advertising

#AudioAssets #PodcastAdvertising #PodcastAudience #MarketingStrategy #CreativeAds

Scott Simonelli, CEO of Veritonic, emphasizes the significance of a well-crafted audio asset in driving advertising success. He cautions that relying solely on hope is not a viable strategy for brands aiming to resonate with the audience. Instead, marketers need to unleash their creativity and ensure that their audio ads are compelling and engaging, regardless of how the ads are purchased or served.

Identifying Podcast Advertising Best Practices with Programmatic Insights

#PodcastAdBestPractices #ProgrammaticInsights #AdvertisingResearch #MediaBuyers

The research spans markets in the US, Australia, New Zealand, and the Europe, Middle East, and Africa region. Its objective is twofold: to identify similarities and differences in programmatic podcast ads across diverse markets and to offer media buyers valuable insights into best practices for programmatic podcast advertising. The collaboration between Veritonic and Acast has enabled them to analyze podcast ads across various industries, including automotive, tourism, retail, healthcare, and entertainment.

Themes and Trends in Podcast Advertising

#PodcastAdThemes #PodcastAdTrends #AudioAds #MarketingTrends

The study delves into various elements of podcast ads, including ad length, voiceover characteristics, sound effects, and call-to-action placements. It was observed that most ads have a minimum length of 30 seconds, with the majority prevalent in the US and EMEA regions. Interestingly, single voices were predominantly used for voiceover content across all markets. However, when it came to gender detection, dissimilarities emerged. In the US, female voiceovers were more common, whereas in EMEA, both female and male voiceovers were used more frequently.

The Impact of Sound Effects and Call-to-Action Placements

#SoundEffectsInAds #PodcastAdsCallToAction #CreativeAdvertising

The study also examines the use of sound effects in podcast ads, revealing an emerging trend. Sound effects, such as birds chirping, phones ringing, and engines revving, were incorporated in less than half of the programmatic ads, indicating their growing popularity. In terms of call-to-action placements, 67% of ads featured the call to action at the end, resulting in higher intent scores compared to the average Veritonic benchmark for podcast ads.

Acast's Expansion into the MENA Region

#Acast #PodcastPlatform #MENAExpansion #PodcastListenership

Acast made its foray into the MENA region in May, garnering a combined monthly reach of 5.4 million listens in countries like the UAE, Saudi Arabia, Egypt, Iran, and Israel. Megan Davies, international managing director at Acast, expresses excitement about the region's potential for storytelling and forging connections between advertisers and podcast companies.

In conclusion, the latest study on programmatic podcast adverts in the MENA region underscores the importance of audio creative and tailored marketing strategies. As podcast listenership continues to soar, the ability to captivate the audience through captivating audio assets and innovative ad placements is a critical factor in podcast advertising success. With Acast's presence in the MENA market and the insights offered by Veritonic's research, advertisers now have the opportunity to maximize their reach and engagement with this burgeoning audience.

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