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This is the presentatio I held in the "Inbound Age 2014" describing marketing using audio content and audio ads. I've used iqraaly - the mobile application for narrated Arabic audio content that I've Co-Founded to explain the traction audio content currently has in the Egyptian market. I've also included interesting data and insights about our work and the clients we have worked with.
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Audio Content: Marketing like you’ve never seen
before!
Abdelrahman Wahba
Iqraaly
Co-Founder & General Manager
Confidential © Innovolve LLC
Contents
• Why audio content?
• Case: iqraaly
• Audio content marketing
– Effect of audio vs image/text
– Audio content marketing case studies
• Souq.com
• Building blocks and ideas
Confidential © Innovolve LLC
The idea & vision
Iqraaly || اقرأ لي
THE Digital Mobile Audio content platform in
MENA for people
On-the-go Click here to see the introductory video of iqraaly on youtube
Confidential © Innovolve LLC
Why Audio content?
Confidential © Innovolve LLC
Why Audio Content?
• Time spent in traffic and waiting areas
2-3 hrs daily* = 1,100 hrs/year+
= 1 year in University!
• FM Radio shortcomings
– Highly regulated, hence no content variety
– Content is broadcasted without personalization
© Iqraaly.com 6 *survey www.gulftalent.com 2007
Confidential © Innovolve LLC
Case: iqraaly
the mobile app for Narrated Arabic Audio Content
Confidential © Innovolve LLC
• A Mobile app (& mobile website) with daily narrated audio content
• Books, News, lifestyle, tech, sports, book reviews, others
http://get.iqraaly.com
© iqraaly.com 8
Iqraaly is:
Confidential © Innovolve LLC
Performance to date • App downloads
Total: 150,000+
• Monthly listened minutes
1,500,000+ minutes • Monthly Traffic
230,000+ listens • Produced audio
30,000+ pieces total
~1,000 pieces monthly
• Secured Partnerships
Confidential © Innovolve LLC
The main idea: People want to listen to intelligently personalized audio content on the go
Provide a premium quality & on-demand alternative to FM
radio, where the user can choose what to listen to from
a wide variety of content
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Iqraaly in the media
11/11/11 © Menassah.com 11
Top 20 finalist in
Confidential © Innovolve LLC
Iqraaly Cinemobilefilm award
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Iqraaly’s audio content is now on Shorouknews!
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Audio: the road companion
Proof by numbers
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Traffic & user engagement
Jan ‘13 Jul ‘13 Jan ‘14 Jul ‘14 Sep ‘14 Aug ‘15
D: Downloads L: Listens M: Listened Minutes
D: 3,400+ L: 61,000+ M: 144,000+
D: 64,000+ L: 101,000+ M: 107,000+
D: 101,000+ L: 115,000+ M: 351,000+
D: 135,000+ L: 224,000+ M: 969,000+
D: 150,000+ L: 233,000+ M: 1,600,000+
D: 500,000+ L: 1,000,000+ M: 6,000,000+
Confidential © Innovolve LLC
Traffic distribution
Traffic Distribution*
Web users 20%
Smartphone users 80%
Drivers vs. Passengers**
Drivers 67%
Passengers 33%
*Identified automatically via our analytics **Identified via market research with our users
Confidential © Innovolve LLC
Peak Usage hours
0:00 4:48 9:36 14:24 19:12 0:00 4:48
Number of listens vs. hours of the day
Morning Rush hour
AfternoonRush hour
Confidential © Innovolve LLC
Demographics: Cultured Premium Users
• Age: – 20-45 years
– 70% @ 25-35 years
• Gender
• Mobile Phones – High-to-mid-end
smartphones
– Decent mobile internet package
• Education – Higher education, 90%
University Degree
– Culturally aware with relative sophistication
Males 60%
Females 40%
Confidential © Innovolve LLC
Audio Content Map
Confidential © Innovolve LLC
Top Performing Content
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
May '14 Jun '14 Jul '14 Aug '14 Sep '14
ثقافة وكتب
سياسة
أخبار
تنمية ذاتية
ترفيه
دين
رياضة
تكنولوجيا
Confidential © Innovolve LLC
Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html
Confidential © Innovolve LLC
Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html
Confidential © Innovolve LLC
Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html
Confidential © Innovolve LLC
Audio Content: Foundation for Engagement
• Top listener loyalty program
Confidential © Innovolve LLC
Audio Content: Foundation for Engagement
• Puzzles about the content
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Case Study: Souq.com
Confidential © Innovolve LLC
Iqraaly &
• Iqraaly’s offering
– Branded Content • Link to Souq’s channel on
iqraaly
– Audio ad campaign
• Branded Content
– Product reviews, product comparisons, shopping tips
• Performance
– 14 Produced episodes
– 12,405 listens
– 45,880 listened minutes
– 2 months & ongoing
– Top performing content:
• مقارنة بين سامسونج جاالكسي
نوت 3 و سامسونج جاالكسي نوت نيو
Confidential © Innovolve LLC
Building Blocks
Confidential © Innovolve LLC
Building Blocks
• Building Blocks: – Identify the brand voice
– Define the key messages
– Add value to the listeners, then the brand • Knowledge
• Entertainment
• Motivation/Inspiration
– Compliment the Brand value proposition
– Make use of the emotional twist of the medium and engage the listeners
Confidential © Innovolve LLC
Special Announcement
Iqraaly 2.0
http://bit.ly/iqraaly_beta
Confidential © Innovolve LLC
Thank you,
For more information please contact
Abdelrahman Wahba
abdelrahman@iqraaly.com
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