Audio consumption in the MENA region — via streaming, podcasts and in-app sound experiences — is rising rapidly. For advertisers looking to reach listeners in moments when screens are off, programmatic audio offers a compelling route: automated, data-driven, and optimisable.
In this post, we’ll focus on how programmatic audio is shaping the MENA region: market growth, listener behaviour, key platforms, use cases, challenges and success tips.
Why MENA Is a Promising Market for Programmatic Audio
Market Growth & Ad Tech Expansion
- The broader programmatic advertising market in the Middle East & Africa is estimated at USD 20.05 billion in 2025, with projections reaching USD 30.10 billion by 2030. Mordor Intelligence
- Within that, digital audio is becoming an increasingly noticed channel, especially as mobile penetration and streaming adoption deepen.
- The region’s mobile-first behaviour, high smartphone penetration (especially in Gulf states), and rapid digital adoption make MENA a fertile ground for audio monetisation.
Listener Reach & Engagement
- In MENA, 35 % of the population regularly listens to digital audio, with audio streaming ads reported to influence action in 72 % of listeners after hearing an ad.
- Podcasts are also gaining traction: a study showed 83 % of podcast listeners in MENA expressed they are happy to hear ads in “free content” formats.
- In Saudi Arabia alone, there were 5.1 million regular podcast listeners in recent years, marking a growing listener base.
- Gaming is another vector: 65 % of mobile gamers in MENA play with sound on, so in-game programmatic audio can reach audiences in immersive gaming moments. The Pubverse
These statistics show a receptive audience — and the potential for advertisers to reach people in moments when visual distractions are minimal.
What Is Programmatic Audio in the MENA Context?
Programmatic audio in MENA means using automated platforms (DSPs, audio ad managers) to buy audio inventory — in podcasts, streaming music, radio apps, in-game audio, etc. — with targeting by demographics, location, device, content genre and context.
This enables marketers to scale campaigns across multiple markets (e.g. UAE, Saudi Arabia, Egypt) while retaining control over targeting, creative rotation and optimisation.
Key Platforms & Inventory in the MENA Audio Ecosystem
To run programmatic audio campaigns in MENA, advertisers need access to both local/regional inventory sources and global DSP/adtech platforms that support the region.
Regional & Local Audio Platforms
- Anghami is a major regional streaming platform offering audio, display and video ad formats. Advertisers can run in-stream audio and pre-roll video, sponsor playlists and more.
- Anghami’s growth is strong: it remains one of the leading multi-media streaming platforms in MENA, combining Arabic and international catalogues.
- Dandin is an Egyptian/Arabic audio platform hosting music, podcasts, comedy, poetry and regional audio content — useful for targeting more niche or culturally local segments.
- In-game audio is emerging: Odeeo, a global in-game audio platform, has partnered with a MENA media group to deliver regionally relevant in-game audio ads.
- Streaming radio apps and regional radio services that are migrating to digital can also be sources of programmatic audio inventory — especially as legacy broadcast firms adopt hybrid or streaming models.
- Local platforms often have an edge: younger listeners in MENA tend to prefer regional streaming services, and local brands may have better contextual reach through homegrown apps.
Global / DSP & Adtech Support
To scale campaigns across markets, advertisers will often use global DSPs and audio ad tech that support MENA markets:
- Platforms such as The Trade Desk, Adswizz, Xandr, Google’s DV360, StackAdapt and others may offer access to audio inventory in MENA (directly or via local supply partners).
- Programmatic audio pipelines are increasingly recognised by agencies: a survey found 81 % of agencies believe programmatic pipelines deliver more contextually relevant messaging.
- Globally, podcasts remain a small slice of programmatic audio spend (e.g. 11.9 % of programmatic audio ad spend in some markets goes to podcasts) as streaming radio/audio dominates.
- In the audio channel, programmatic buying has been growing: in recent years, ~30 % of audio ad buying has occurred programmatically, slightly edging over direct buying in certain markets.
In MENA, DSPs often work via partnerships with local publishers and supply-side platforms (SSPs) to enable access to regional audio inventory.
Challenges & Considerations in MENA
- Inventory fragmentation and scarcity: Premium audio inventory is still limited in certain markets, especially in less mature countries.
- Measurement & attribution: Linking audio impressions to conversion in the MENA context can be complex due to varying analytics standards and cross-device behaviour.
- Language & cultural nuance: Uniform creatives may not work across Arabic dialects, so localisation is key.
- Ad fraud, transparency & education: Many marketers in MENA cite limited in-house understanding of programmatic media buys and concerns about fraud or opacity in costs. Altman Solon
- Regulation & privacy: Different markets have different rules for data, targeting and consumer privacy: campaigns must comply locally.
- Creative fatigue: As with any channel, repeated audio ads may fatigue listeners; regular refresh and creative variation are critical.
Best Practices for Success in MENA Programmatic Audio
- Start with local platforms: Use platforms like Anghami or Dandin as anchor inventory sources, then layer in DSP-sourced inventory for scale.
- Localise your voice & message: Use local dialects, culturally relevant references and regionally popular music or influencers.
- Test & optimise in phases: Begin with smaller markets (e.g. UAE, Saudi) before scaling outward. Monitor metrics like completion rate, effective CPM, listener drop-off, and conversions.
- Use companion visuals: In-app banners or cards that accompany audio help drive engagement or clickthroughs.
- Rotate creatives & lengths: Use short vs longer ad versions, split tests on voice tones, music bed vs no music.
- Ensure cross-device attribution: Use identity resolution and unified measurement across mobile, web, and app contexts.
- Educate & transparently collaborate: Work with local agencies or ad tech partners willing to explain metrics, pricing and fraud controls.
Programmatic audio in MENA is not just a trend — it’s becoming a smart channel to reach listeners in moments when visuals can’t compete. From music streaming in the Gulf to podcasts in Egypt, and in-game audio across mobile users, there’s untapped reach for advertisers who can combine automation with local relevance.
By tapping regional platforms, blending in DSP supply, localising creative, and monitoring performance, brands in MENA can amplify their audio presence — and connect more personally with listeners across the region.