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.

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

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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

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Why Audio content?

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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

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Case: iqraaly
the mobile app for Narrated Arabic Audio Content

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•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:

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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

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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

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Iqraaly in the media
11/11/11
© Menassah.com
11
Top 20 finalist in

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Iqraaly Cinemobilefilm award

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Iqraaly’s audio content is now on Shorouknews!

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Audio: the road companion
Proof by numbers

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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+

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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

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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

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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%

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Audio Content Map

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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

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Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html

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Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html

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Effect: Audio vs. image+text
http://www.mobilemarketer.com/cms/news/research/15900.html

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Audio Content: Foundation for Engagement
•Top listener loyalty program

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Audio Content: Foundation for Engagement
•Puzzles about the content

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Case Study: Souq.com

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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

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Building Blocks

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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

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Special Announcement 
Iqraaly 2.0
http://bit.ly/iqraaly_beta

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Thank you, For more information please contact
Abdelrahman Wahba
abdelrahman@iqraaly.com