iqraaly at inbound age 2014: audio content: marketing like you've never seen before
DESCRIPTION
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.TRANSCRIPT
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
Confidential © Innovolve LLC
Iqraaly in the media
11/11/11 © Menassah.com 11
Top 20 finalist in
Confidential © Innovolve LLC
Iqraaly Cinemobilefilm award
Confidential © Innovolve LLC
Iqraaly’s audio content is now on Shorouknews!
Confidential © Innovolve LLC
Audio: the road companion
Proof by numbers
Confidential © Innovolve LLC
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
Confidential © Innovolve LLC
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