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Are Audio Streaming Platforms in Your Marketing Mix? They Should be

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By Mark Redguard, Audio & Mobile Partner Director,  Ad Dynamo by Aleph

Walk down the streets of any major city around the world and take a look at all the people you pass along the way. Chances are you’ll see more people wearing earphones and headphones, in all of their shapes and sizes, than not. Most of those people, whether they’re consuming music or podcasts, will be listening through an audio streaming platform.

Mark Redguard, Audio & Mobile Partner Director,  Ad Dynamo by Aleph

In fact, Spotify’s 500 million-plus users spent more than 132 billion hours streaming audio on the platform in 2022.  And that’s just Spotify. Factor in other platforms, including the likes of Mdundo and Audiomack, and the numbers become truly astronomical. Africa isn’t immune to the embrace of music streaming either. According to Statista, music streaming revenue is set to grow more than nine percent a year over the next four years, aided by constantly improving levels of connectivity.

That growth in audio streaming across the continent doesn’t just represent an opportunity for artists and streaming platforms. It’s also a powerful opportunity for brands to market to their customers in new, innovative, and effective ways.

Reach, elevated engagement, and personalisation 

Before looking at how brands can make use of those opportunities, it’s worth looking at some of the advantages that marketing on audio streaming platforms offers.

One of the biggest advantages that advertising on audio streaming platforms offers is that it allows advertisers to reach their customers wherever they are and whatever they’re doing. Unlike traditional radio, which is largely restricted to people’s homes and vehicles, people can listen to audio streaming when they’re commuting on public transport, working out, or even just going for a walk. Given the growing importance of meeting customers where they are, that’s a powerful incentive to embrace marketing through audio streaming all on its own.

But ads on audio streaming platforms can also be more engaging. There are fewer screen-related distractions (especially if the listener is doing something that doesn’t allow them to scroll on their device at the same time), and audio also feeds the listener’s imagination. In fact, research from shows found that “digital audio listeners have an elevated listening experience compared to broadcast radio, resulting in more memorability, engagement, and emotional intensity.”

Adding to this increased engagement is the fact that audio-streaming ads can be highly personalised according to the listener’s interests. That can then be further refined by age and location, ensuring that people only hear the adverts that are most relevant to them.

Sounding out the right partner 

It should be clear then that audio streaming platforms have a lot to offer from an advertising perspective and can be a powerful addition to any company’s marketing mix. But if you’re going to get the most out of adding audio-streaming ads to your mix, it’s important to do so with the right partner.

Ideally, you should look to work with a partner who has extensive experience working with the streaming platforms most relevant to your target customers. Moreover, they should be able to help you produce the most effective marketing content tailored to those platforms.

For whichever platform you’re advertising on, that also means having an innate understanding of all the available ad formats. These include audio ads but may also extend to things like video takeovers, sponsored sessions, and display ads. Remember, while audio is the largest component of any streaming platform, people still have to open the app and scroll to get to the content they want. Implemented effectively, all of these formats can be brought together to ensure your marketing messaging is delivered to maximum effect.

For the love of listening 

Right now, audio-streaming services play an incredibly important role in day-to-day media consumption around the world, including in Africa. And as connectivity becomes ever more ubiquitous and affordable, that role will only increase. As such, any business wanting to really meet its customers where they are should embrace the marketing opportunities that they present.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Nigeria’s Public Debt Now N121trn – DMO

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Debt Management Office (DMO) says Nigeria’s total public debt has reached N121.67 trillion within three months.

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The Cable reports that this figure represents an increase of N24.33 trillion or 24.99 percent from the N97.34 trillion as of December 2023.

Nigeria’s public debt profile consists of the federal and subnational governments’ domestic and external debt stocks — the 36 states and the federal capital territory (FCT).

According to the DMO, the increase was primarily due to new domestic borrowing by the federal government to partly fund the deficit in the 2024 budget as well as disbursements by multilateral and bilateral lenders.

“Total domestic debt was N65.65 trillion (USD46.29 billion) while total external debt was N56.02 trillion (USD42.12 billion). Excluding naira exchange rate movements in Q1 2024, only the domestic debt component of total public debt grew from N59.12 trillion on December 31, 2023, to N65.65 trillion on March 31, 2024.

“The increase was from new borrowing to part-finance the 2024 Budget deficit and securitization of a portion of the N7.3 trillion Ways and Means Advances at the Central Bank of Nigeria.

Whilst borrowing, as provided in the 2024 Appropriation Act, will continue, we expect improvements in the government’s revenue to enhance debt sustainability.”

On June 13, the Minister of Finance and Coordinating Minister of the Economy, Wale Edun, announced the approval of two major “financial support packages” by the World Bank — valued at $2.25 billion. In May, the Bureau of Public Enterprises (BPE) said the federal government has secured a $500m World Bank loan to boost electricity distribution in the country.

Prior to this, the federal government had received $750 million from the World Bank for humanitarian and social reforms and $1.5 billion for its economic stabilisation plan.


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Icasa Orders Shutdown of StarSat, StarTimes SA Arm over License Controversy

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Independent Communications Authority of South Africa (Icasa) has declined to renew the license of On Digital Media, the operator behind StarSat, the South African branch of StarTimes Media.

Icasa Orders Shutdown of StarSat, StarTimes SA Arm over License Controversy

The decision, communicated in a letter to On Digital Media, mandates the company to cease operations by September 18, 2024, leaving the reasons for this decision and the steps required to secure a new license unclear.

Despite the shutdown order, Debbie Wu, CEO,  StarSat assured that the company will not be closing its operations anytime soon and is actively liaising with Icasa to find a resolution.

“We can assure you and the public that On Digital Media/StarSat will not be closing its operations anytime soon” Debbie Wu, CEO, On Digital Media.

“There’s been no notice to staff and StarTimes is still selling StarSat decoders to new customers,” an insider told TVwithThinus.

Reports that Icasa hadn’t renewed StarSat’s licence surfaced in early June 2024.

Icasa claimed it had sent a letter in mid-March to Wu and Ronald Reddy, general manager for legal, risk, and compliance, On Digital Media indicating it may issue a statement to inform subscribers, content providers, and financial stakeholders about the shutdown.

“Take note that Icasa may publish a notice on its website and/or in the Government Gazette advising affected subscribers, content providers and stakeholders about the winding up of ODM’s broadcasting services“, the regulator said.

Icasa clarified that it does not have the mandate to consider transfer or renewal applications for expired licenses and instructed On Digital Media to share its plan for notifying subscribers, content providers and stakeholders about the service cessation.

Wu stated that the company is exploring all regulatory and legal issues surrounding its licensing and reiterated that StarSat will continue its operations for the foreseeable future.

“Should such an event materialise, which we doubt will happen, we will respect our obligation in terms of the law to notify all interested parties,” Debbie Wu said, according to TVwithThinus.

 


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Climate Action Africa Reinforces Africa’s Urgency for Climate Change @CAAF24 Event in Lagos

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Climate Action Africa Forum 24 (CAAF24) held in Lagos, Nigeria marked a pivotal moment in the global effort to address climate change, organized by Climate Action Africa (CAA), a leading environmental advocate in Africa. CAAF24 aims to galvanize action and underscore the urgent need for climate action across industries and communities across Africa.

The event, held at the prestigious Landmark Center, brought together a diverse array of stakeholders including government officials, business leaders, academics, civil society representatives and the media.

The theme of this year’s forum, “Green Economies, Brighter Futures,” highlights the imperative for immediate and collective action in mitigating the effects of climate change in Africa and achieving global sustainability goals.

“CAAF24 serves as a critical platform for dialogue and collaboration,” said Grace Oluchi Mbah, Co-Founder and Executive Director of CAA.

“With the event, we aim to increase education and awareness on climate change, showcase innovations and projects driving Africa to a sustainable future, and more actively contribute to the expansion of Africa’s green economy.”

The program featured addresses from Her Excellency, Madame Ramatoulaye Diallo Ndiaye, Former Minister of Culture Mali and Founder and CEO of the Great Green Wall of Africa (GGWoA) Foundation who was the special keynote speaker.

There were breakout sessions for panel discussions and workshops that focused on key issues such as the potential of forests and carbon credits, climate financing, Nigeria’s carbon market activation, mobilizing private capital for climate-positive investments in Africa, building resilient and livable African Cities and more. Sessions were designed to encourage interactive participation and exchange of ideas among participants from diverse backgrounds and sectors.

In addition to formal sessions, CAAF24 included networking opportunities and showcased the selection of outstanding innovations from over 800 registerations through the Deal Room, a platform that connected high-impact climate innovators in Africa with potential investors seeking to accelerate sustainable solutions.

Other highlights at CAAF24 were the audacious launch of the Billion Trees for Africa Initiative as part of CAA’s community programs and the unveiling of the Pan-African Green Economy Program (PAGE), a partnership with IDEA AFRICA and the Founder Institute that seeks to grow a new generation of 5,000 green innovators across Africa by 2035.

The selection of Omoniyi Praise (1st position), Treasure Nwosu (2nd position) and Alabi Abimbola (3rd position) as winners for the Climate Champion Quest organised by STEAM Funfest also stood out at CAAF24.

As Africa faces increasingly severe climate impacts, CAAF24 is a platform that is committed to unifying the participation of diverse stakeholders in advancing and achieving climate action in Africa. By reinforcing the urgency of climate change through meaningful dialogue and collaboration, CAAF24 inspires concrete steps towards a more sustainable and equitable future for all.


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