AGENCY BIO

Anghami is the leading music streaming service in the Middle East, giving users access to a wide variety of Arabic and international songs, ready-made playlists for every mood and a diverse collection of podcasts.

Number of users worldwide 21 million yearly active users in 2019
Vice-president, GCC Elie Abou Saleh

What is the primary media on your platform?
Audio and Music (songs, playlists)

Distribution of users
Levant: 21.29 per cent
North Africa: 37 per cent
GCC: 33.33 per cent
Rest of world: 8.41 per cent

User demographics
Gen Z 34 per cent
Gen Y 52 per cent
Gen X 14 per cent
50 per cent have kids
87 per cent work
45 per cent are female
71 per cent are into technology (62.2 per cent have at least three devices)
64 per cent are into sports (gym at least once a week)
60 per cent are into travel (half of whom travel at least twice a year)
57 per cent are into gaming
41 per cent are into fashion & beauty
(80 per cent like to stand out from
the crowd)

What do people know you as?
People come to us to feel good throughout their day.

Biggest misconception about the platform
That we provide Arabic content only.

What can you do best for brands?
We help brands create stories that speak to the heart, and then roll them out efficiently. We do this using music, data and tech.

What are the KPIs brands look for on your platform?
Purchase intent, ad recall, brand love

What new features for marketers have you launched in the last year?
Personalised audio ads allowing customisation to people in real time by weather, traffic, date and, most importantly, names. With the tech built in-house, we’ve managed to scale this across markets.

What features can we look forward to in the next year?
We believe in the power of audio as a medium. It scores high on attentiveness. We’re currently building the tools to allow performance-driven campaigns (leads and installs) on the platform through audio. We’re also testing footfall attribution tools with automotive brands.

Do you have anything special planned for Ramadan?
In -app Fawazir, dedicated hymns, podcasts on wellbeing and TV series soundtracks.

Viewpoint

Elie Abou Saleh

Vice-president, GCC, Anghami

What’s your favourite brand campaign on your platform?

OMO wanted to change the way they connected with audiences in Morocco. We used our dynamic audio ad tool to deliver 558 different ad variations personalised based on the users’ names, time of day and day of week. The campaign led to a 45 per cent uplift in ad recall, and a 30 per cent uplift in favourability. Sales also increased by 19.8
per cent.

What would you like to see brands doing more of on your platform?

Brands need to value more the power of storytelling. It feels like we’re too focused on rolling a message out to people efficiently that we’re forgetting to pause and ask what message matters, at a specific time throughout the day. The industry is fighting over attention span, while we’re offering brands a one-to-one engagement with our people.