"Dubai Bodvist 2025" It discusses the future of the advertising market in Arab podcast
Dubai, September 30/WAM/The “Future of Advertising in Arab Podcast” session witnessed, within the framework of the activities of “Dubai Bodvist 2025” specialized discussion in which: Pauline Radi, Regional Administrative Director and Customer Affairs Command in the WPP Group, Luka Science Insight Track, Lamia Sultani, founding partner and commercial manager (NBM), The discussion took place on how podcasts can turn into a real advertising market that keeps pace with global transformations, and she managed the dialogue that I have an introduction to the Bodcast “The Theizen”.
Pauline Radhi opened the discussion by noting that the global advertising agencies are looking at podcast not only as a narrative space, the local and proliferation, but as a measurable advertising channel if the clear criteria are available to make it a global communication marketing platform.
She emphasized that advertisers in the region are still looking for accurate data about the volume of listening and the behavior of the public, which was considered by the first condition to allocate larger budgets for this promising advertising industry if we compare the position of the podcast market today in the region and what it was only five years ago, and said that the UAE and Saudi Arabia top the most important podcast markets in the region.
For his part, Luca focused on the role of the host’s personality, explaining that the success of the podcast is not only measured by the number of downloads, but by the extent of the audience’s confidence in the presenter and considering it a favorite content they have to listen. He pointed out that listeners receive the recommendations of the audio narrator as part of a personal experience, which gives the advertisement a much higher value than traditional ads, especially since the podcast is more promising advertising means than any other advertising means.
As for Lamia Sultani, she offered her company’s experience in developing specialized platforms to link advertisers to podcast providers through program purchase technologies and targeted ads. She emphasized that these tools allow companies to choose the appropriate public accurately, and to provide marketing content that corresponds to the listeners’ interests and cultural contexts. She gave an example of the interaction of advertisers from luxury brand owners, and how one of the famous international brands presented itself in the Arab region through a joint declaration with the Louvre Museum based on the influence of Islamic art on Western art.
The three speakers agreed that the success of the advertising podcast in the region should not be limited mainly to the local content, which reflects the culture and daily issues of the Arab community, but rather directs this content to evaluate wider communication and in the correct way with the various segments of the public. They emphasized that global brands are constantly looking for this type of originality to be linked to the public in a deeper way, especially in a market that witnesses an accelerated prosperity and significant expansion.
The Secretary of the discussion concluded by emphasizing that the podcast industry in the Arab world has a real opportunity to turn into a prosperous advertising market, provided that the advertisers meet the content makers and technical platforms at the same table. She pointed out that the next step must focus on setting unified standards for measurement and evaluation, so that this industry can reserve its position alongside the traditional and digital media in the Arab world and globally.
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