Broadcasting
Are Audio Streaming Platforms in Your Marketing Mix? They Should be
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.
Drone
The US Department of Homeland Security (DHS) will invest $115 million in counter-drone technology to safeguard the 2026 FIFA World Cup and events marking America’s 250th independence anniversary, creating a dedicated office for rapid drone system deployment.
Homeland Security Secretary Kristi Noem described drones as “the new frontier of American air superiority,” stressing the need to counter threats from drug cartels using unmanned aircraft for smuggling and surveillance, alongside incidents like a 2025 NFL stadium drone flight and 2024 New Jersey sightings.
The funding supports 11 World Cup host cities expecting over one million visitors, building on FEMA’s $250 million grants to those states and addressing risks heightened by cartels’ advancing tech, including a reported FBI tracking plot in Mexico.
DHS has conducted over 1,500 counter-drone missions since 2018, with the new Program Executive Office accelerating acquisitions amid President Trump’s border security push.
Broadcasting
Youth Talent Takes Center Stage as T2 Ignites High-Octane Rap Battles @ Carnival Calabar
The energy at the Carnival Calabar Music Concert reached a new high as T2 introduced a first-ever rap battle platform, giving young Nigerians an electrifying stage to showcase their talent, creativity, and self-expression while competing for exciting prizes.
Held at the U.J. Esuene Stadium, the activation blended pulsating music, vibrant culture, and youthful energy into a dynamic celebration that kept thousands of carnival-goers fully engaged from start to finish.
Eight fearless contestants stepped into the spotlight, going bar for bar in an intense lyrical showdown. Rappers fused local languages, pidgin, and sharp punchlines, creatively weaving the T2 brand into their verses.
Anchored by the energetic hosting duo MC Double I and MC Princess, the rap battles thrilled over 16,000 attendees, including the Governor of Cross River State, Senator Bassey Otu, delivering an unforgettable showcase of youth talent and cultural expression.
With prizes including fridges, gas cookers, sound systems, and airtime top-ups, the competition remained fierce throughout the night. After two high-energy rounds narrowed the field to a five-man final duel, Emmanuel Eye emerged as the overall winner, taking home the grand prize — a fridge.
“I never expected this at all,” Emmanuel said. “I came to the concert like anyone else, and hearing about the T2 rap battle was a surprise. When I got the chance to perform, I just went for it. Being named the overall winner is amazing, and I’m grateful to T2 for creating this platform to showcase our talent.”
Beyond the stage performances, T2’s presence added a digital layer to the carnival experience. As part of its role as Digital Technology Partner of Carnival Calabar, the brand introduced the MyT2 App as a lifestyle companion, while also enabling line reactivations, airtime top-ups, and instant rewards for hundreds of attendees, blending technology seamlessly into the live celebration.
Commenting on the activation, Chinelo Manefo, Specialist, Events and Sponsorship at T2, said:
“The energy from both the rappers and the crowd was incredible. This platform reflects exactly what T2 aims to create — a celebration of youth, creativity, and culture, enhanced by technology that connects people and experiences. Seeing the audience so immersed shows how music and performance can empower the next generation.”
The Carnival Calabar Music Concert, headlined by Tiwa Savage, Timaya, and top local performers, was further energized by T2’s interactive rap battle platform. By blending music, culture, youth expression, and digital innovation, T2 reinforced its commitment to championing Nigeria’s next generation, giving young creatives a stage to shine while enriching how they experience the festival.
Broadcasting
Aig-Imoukhuede Foundation Wrapped Up 2025 with Real Change in Governance, Health, Media Across Africa
Aig-Imoukhuede Foundation has announced its 2025 achievements, marking a year of accelerated impact, systemic reforms and innovation in public leadership and service delivery across Africa.
Aig-Imoukhuede Foundation
A statement issued on Wednesday in Lagos said the foundation strengthened governance, improved primary healthcare, drove digital transformation and elevated media’s role in promoting public sector accountability.
It said the AIG Public Leaders Programme (PLP) trained 72 public sector leaders from Nigeria, Egypt, Tanzania, Cameroon, Zambia, Malawi and Kenya—its fastest growth to date—bringing the alumni network to 309.
These alumni are driving 237 reform projects to enhance public institutions, from faster decision-making to greater transparency, with nine promoted to higher roles for their contributions.
On civil service modernisation, the foundation accelerated digitalisation at the Office of the Head of the Civil Service of the Federation (OHCSF), streamlining 19 processes and achieving a 75 per cent increase in work speed through automated workflows.
It also trained over 400 officials from the Federal Ministry of Justice, Federal Civil Service Commission and Federal Ministry of Innovation, Trade and Investment in digital skills to support the FCCSIP 25 initiative and ongoing digital rollouts.
In healthcare, the Adopt-A-Healthcare-Facility Programme renovated four primary healthcare centres in Edo State, boosting antenatal visits by 73 per cent, immunisation coverage over 100-fold and fully vaccinating 554 children, while supporting 6,788 patients.
The foundation recognised 18 outstanding public servants with ₦500,000 each via the Emily Aig-Imoukhuede Endowment Awards and received a partnership award from the OHCSF for civil service reform efforts.
To empower media, it trained 50 journalists from top Nigerian media houses in impact storytelling, data analysis, visual and ethical reporting to better inform citizens on public sector changes.
Over five years (2021–2025), the foundation invested £2.6 million in PLP, saved ₦2.38 billion for the public sector through capacity building, trained 1,500+ civil servants, upskilled 660 digitally, trained 40 permanent secretaries and awarded 33 scholarships driving seven policy changes.
Other milestones include digitising 5,000 files, automating 333 processes, a 61 per cent efficiency gain, 60 per cent digital file creation at OHCSF, 128 excellence awards, 116 process reforms, 23 advocacy projects, 25 capacity initiatives, 18 podcasts, four healthcare articles, three policy papers, 23 adopted PHCs (four renovated) and 878+ fully immunised children aged 0–9 months.
Executive Vice Chair, Mr Aigboje Aig-Imoukhuede, said: “2025 was a year of real, measurable impact. From training hundreds of public servants to improving healthcare, helping ministries go digital, and equipping journalists to tell stories that matter, our work is making governments work better for citizens and communities across Africa.”
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