In a previous article, “Targeting Muslim Consumers? Audio Advertising Offers High Conversion and Recall Rate”, we introduced you to audio ads for Muslim targeting. In this article, we dig a little deeper and furnish you with several research facts about audio advertising that are relevant for brands and marketers advertising to Muslims. We then go into detail on how to create an engaging audio ad for your Muslim audience.
Let’s jump right in:
Audio Advertising Stats
- Ad revenue in the audio digital channel has skyrocketed, with ad spending reaching $5.6 billion in 2021 and expected to reach $7.9 billion in 2025, outpacing growth rates in video, social media, search, and display. Source: eMarketer
- For many users, mobile accounts for more than half of their streaming audio listening time. Source: Inside Radio
“The home is becoming the dominant environment where streaming audio is consumed. It’s really turbo-charged the streaming experience, and the possibilities for advertisers.” — David Wiesenfeld, TransUnion
- The proportion of the US population aged 12 and up, who listen to online audio, is expected to reach an all-time high of 73% in 2022. Source: Edison Research
- Only 7% of the US population owned a smart speaker in 2017, but by 2022, an estimated 35%, or approximately 117 million people, will own one. Source: Edison Research
- In 2022, 59% of households with smart speakers own two or more devices. Source: Edison Research
- Weekly podcast listeners listened to an average of eight podcasts. Source: Edison Research
“Audio as a channel combines the online and offline worlds, so there’s a constant effort to make sure full value is captured.” — Mike Kropko, Ad Results Media
Creating Audio Ads for Muslim Audiences
To ensure the greatest success with audio advertising, we encourage you to establish the approach the ad will take. Remember to keep the Islamic Advertising Principles in mind at all times.
Maintain a conversational tone in the script that matches the “voice” of your brand, whilst keeping ads simple and no more than 30 seconds long.
Your audio ads must create emotionally relatable narratives based on your product or service. An example of this would be a Hajj agency mimicking the emotions people feel when they see the Kaaba in Makkah for the first time in its audio ad.
Your audio ad must also have a well-executed sonic logo (a chime, like Mcdonald’s “I’m lovin’ it”) that complements the messaging of the ad script, and avoid prolonged periods of silence at the start and end of the ad.
Include clear, specific, and direct calls to action, ideally with the value proposition clearly stated within the first 10 seconds. This will serve as a hook to keep the audience’s interest and persuade them to visit brand websites or make purchases.
Create a special landing page for your Muslim audience if your goal is to get them to visit your site. Create a promo code for your product if you want them to get a discount. This will also enable you to assess the effectiveness of your audio advertisement.
While the script is important in audio ads, it will only work if the voice actor delivers it in a relatable and compelling manner. So make sure you recruit wisely. Whatever the case, avoid AI-generated voiceovers.
Decide on where you want your ads to be promoted. According to Forbes: “Traditional radio currently still outpaces digital audio in audience, reaching about 217 million to digital audio’s 169 million last year”. While radio has a larger reach, podcasts attract niche audiences that are extremely strong evangelists, and, as we stated earlier, digital audio ad spend is rising and will reach $7.9 billion in 2025.
If you’ve made it this far, you’re undoubtedly interested in reaching out to and engaging Muslim consumers. If that’s the case, let us assist you in achieving your goal in the most efficient way possible. If you have any questions, please contact Muslim Ad Network.
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