IAB MENA Establishes Specialized Task Force for Audio Advertising

The Interactive Advertising Bureau (IAB) MENA has established a specialized ‘Audio Task Force’ to complement its existing nine operational task forces. Representatives from Aleph, Digital Media Services (DMS), GroupM, Publicis Media, Next Broadcast Media, The Trade Desk, and Ipsos are among the first companies involved in this event, which is open to all IAB MENA members.

Goals and tasks of the Audio Task Force

Raising awareness and understanding of the opportunities that audio advertising presents is the main objective of the “Audio Task Force.” The task force’s primary goal for 2024 is to create an extensive “Guide to Audio Advertising in MENA,” which will be a vital tool for marketers. The first edition of the audio-focused white paper is anticipated to be released by IAB MENA in Q3 2024. It will go over many aspects of the audio industry, such as podcasting, web radio, streaming, audio games, and brand safety, along with insights into audience behavior and engagement tactics that work.

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Industry impact

The “Audio Task Force” will help advertisers, advertising agencies, and publishers of audio content navigate and make the most of the audio space by combining cutting-edge tactics and creative approaches to audio advertising. The task force will address issues and emphasize the special advantages of audio advertising, like placements that are contextually appropriate and reach a targeted audience. Additionally, the initiative seeks to improve industry best practices and measurement standards so that audio advertising can be efficiently measured and optimized for maximum impact.

Forward-looking

With audio’s increasing popularity as a potent medium for customer engagement, the “Audio Task Force” is poised to spearhead this change. The task force aims to enhance the industry and keep the MENA region at the forefront of digital advertising innovations by promoting greater comprehension and wider adoption of audio advertising.

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