Iqraaly at Inbound Age 2014: Audio Content: Marketing like you've never seen before
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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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Iqraaly at Inbound Age 2014: Audio Content: Marketing like you've never seen before
- 1. 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 •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. Confidential © Innovolve LLC Why Audio content?
- 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 © Iqraaly.com 6 *survey www.gulftalent.com 2007
- 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 8 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 11/11/11 © Menassah.com 11 Top 20 finalist in
- 11. Confidential © Innovolve LLC Iqraaly Cinemobilefilm award
- 12. Confidential © Innovolve LLC Iqraaly’s audio content is now on Shorouknews!
- 13. Confidential © Innovolve LLC Audio: the road companion Proof by numbers
- 14. 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+
- 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 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
- 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 - 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
- 20. Confidential © Innovolve LLC Effect: Audio vs. image+text http://www.mobilemarketer.com/cms/news/research/15900.html
- 21. Confidential © Innovolve LLC Effect: Audio vs. image+text http://www.mobilemarketer.com/cms/news/research/15900.html
- 22. Confidential © Innovolve LLC Effect: Audio vs. image+text http://www.mobilemarketer.com/cms/news/research/15900.html
- 23. Confidential © Innovolve LLC Audio Content: Foundation for Engagement •Top listener loyalty program
- 24. Confidential © Innovolve LLC Audio Content: Foundation for Engagement •Puzzles about the content
- 25. Confidential © Innovolve LLC Case Study: Souq.com
- 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: • يسكلااج جنوسماس نيب ةنراقم و سامسونج جالاكسي 3 نوت 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 Special Announcement Iqraaly 2.0 http://bit.ly/iqraaly_beta
- 30. Confidential © Innovolve LLC Thank you, For more information please contact Abdelrahman Wahba abdelrahman@iqraaly.com