هتعرف اهمية انك تستخدم Audio Content, و هتشوف Casestudy على ده على #اقرألى, و اختلاف تأثير ال Content المسموع عن ال Content المرئى ((صور))

1. Confidential © Innovolve LLC
Audio Content:
Marketing like you’ve never seen
before!
Abdelrahman Wahba
Iqraaly
Co-Founder & General Manager

2. 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
• SOM
• Building blocks and ideas

3. 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

4. Why Audio content?
Confidential © Innovolve LLC

5. 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
*survey www.gulftalent.com 2007 © Iqraaly.com 5

6. Confidential © Innovolve LLC
Case: iqraaly
the mobile app for Narrated Arabic
Audio Content

7. 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 7
Iqraaly is:

8. 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

9. 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

10. Confidential © Innovolve LLC
Iqraaly in the media
Top 20 finalist in
11/11/11 © Menassah.com 10

11. Iqraaly Cinemobilefilm award
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12. Iqraaly’s audio content is now
on Shorouknews!
Confidential © Innovolve LLC

13. Audio: the road companion
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Proof by numbers

14. Traffic & user engagement
Jan ‘13 Jul ‘13 Jan ‘14 Jul ‘14 Sep ‘14 Aug ‘15
Confidential © Innovolve LLC
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+

15. 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

16. Confidential © Innovolve LLC

17. 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%

18. Confidential © Innovolve LLC
Audio Content Map

19. Confidential © Innovolve LLC
Top Performing Content
70,000
60,000
50,000
40,000
30,000
20,000
10,000
-
May '14 Jun '14 Jul '14 Aug '14 Sep '14
ثقافة وكتب
سياسة
أخبار
تنمية ذاتية
ترفيه
دين
رياضة
تكنولوجيا

20. Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html
Confidential © Innovolve LLC

21. Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html
Confidential © Innovolve LLC

22. Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html
Confidential © Innovolve LLC

23. Audio Content: Foundation for
Engagement
• Top listener loyalty program
Confidential © Innovolve LLC

24. Audio Content: Foundation for
Engagement
• Puzzles about the content
Confidential © Innovolve LLC

25. Case Study: Souq.com
Confidential © Innovolve LLC

26. 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 جالاكسي •
نوت 3 و سامسونج جالاكسي
نوت نيو

27. Confidential © Innovolve LLC
Building Blocks

28. 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

29. Confidential © Innovolve LLC
Exercise
Branded Audio Content Ideas

30. Special Announcement 
Confidential © Innovolve LLC
Iqraaly 2.0

31. For more information please
Confidential © Innovolve LLC
contact
Abdelrahman Wahba
Facebook.com/abdelrahman.wahba
abdelrahman@iqraaly.com
+20100 50 60 500