Keynote: Earning Incremental Revenue From Audio Ads

first panel of the afternoon so I'm going to be your moderator for a panel about earning incremental value from incremental revenue from audio ads so this is about audio ads and games I'd like to welcome to the stage our um our panelists who are taking part in this discussion uh we should have I hope in the room uh sahil Modi from audio mob hasim alhambali from madhook and Sally macaron from DMS do I have my my Palace there we go please come on up please do if anything you want to ask um at the end I'll I'll put some time aside to ask the audience but you know we're an interactive crowd if there's anything you want to LEAP in and ask a question just put your hand up I'll try and uh keep my eyes on it as we go but I've got plenty of questions of my own

to keep things going so look here um an alternative to traditional ads which interrupt gameplay is audio ads that you could hear something you know maybe you're familiar with from Radio podcasts um and they're increasingly valuable option um we've got some experts here some developers we've got uh we've got sahil from audio mob and we're going to talk about this tool and something that Brands can use to to engage with people who are playing uh playing games so look to break the ice I'll begin by asking you to introduce yourself so let's start here um at this end and move and move down please sir tell us who you are and a few words about your business so my name is I'm CEO and co-founder of madok madok is a game development Studio that develops casual and mid-core games we have over 60 million downloads on our portfolio and over 13 live games that's it great thank you oh I've got a seat now uh and yes brilliant that's great introduction go for it good afternoon everyone this is sahil I am

partnership manager at audiomob audiomob is a pioneering tool in audio ad Technologies and we plan to be the number one audio ad Discovery platform thank you pleasure to be here yeah perfect thank you for being here and Sally yeah tell us by Sir hello everyone my name is Sally I work with digital media Services basically we represent digital Publishers in the region for this region and one of our partners now is audio mode perfect thank you so we've got some experts here in in using audio ads um I'll tell you what I'm going to come to hazim first if I may um now I'm right thinking that uh that you have been an early adopter when using audio ads in in uh mad hook games and your ads in the Mina region use use it um tell us a little bit about what made you curious about uh audio adverts as an option how did you come to to use them so basically you you need our company depends mainly on Revenue so you

need to increase that revenue and with the rise of like user acquisition and the expense of user acquisition you need to increase ltvs by showing more ads and let's face it nobody likes to see a lot of answers so if there's a new way to show the ads and not to interrupt the gameplay it's perfect it's perfect for us it's perfect for the user and some more Revenue so now we are showing like traditional ads and we're showing audios at the same time and the user is added didn't see any change in the gameplay or didn't get interrupted which is perfect and hopefully it would scale more and we can like one day depend mainly on audios which will be really perfect so that's why perfect do you um before I move on to ask another question do you use it alongside other form of ads is it an additional uh yeah currently we are using it as an additional format here yeah perfect great thank you Sally that's that's a question from you as well a DMS group's been um instrumental

in broking some significant deals uh in the region um and the yangahami one for instance uh and you've been working in the audio space so what excites you about audio ads potential why did you come to it okay so I think audio advertising has been around for quite some time to be very honest so you think of it back way back from radio but really what's happening to the with the landscape shifts is just really being you know innovated on to come to the digital side just like everything else that you see in media today it's a super exciting space just because if you look at what's happening regionally so I'll bring the focus to mina a little bit um but how you know in Saudi Arabia UAE Egypt as well you see that there's a lot of investment coming in behind music there's a lot of investment coming in behind gaming and so forth and you see that naturally with the increase of audio platforms or audio enabled or you know audio ad enabled platforms naturally you're going to see that there's going to be a rise in the audio ad space and as a format I'm going back to what

you were saying it's a very non-intrusive format it's something that especially with ad fatigue it's a great way to come in and have that conversation with with the users in a way that matters to them so yeah it's been you know I only see that audio will continue to enhance with the more platforms available for it in the region great and actually while I've got you can you tell us a little bit more about that deal you've got um so anghami is the deal that you that you recently tell us a little bit what that is but I'm not familiar is actually the leading streaming app and music leading streaming app in the region actually that's how it started off but it evolved to be much more than that today it's very much of a audio brand because not only do they have the app the app it's evolved to becoming more into anything to do with music so whether it's harnessing talents having on-ground you know shows or concerts so anything that is to do within that space they've ventured into

that today great thank you now um I before I come to sales talk about that audio more directly I'm going to come back to Hazard for a moment there you mentioned about the work that you've been doing there with madhub was there a moment when you realized that this was definitely going to work what was your first experience of using audio ads in games and when did it kind of click together for you as the thing that you were going to do so basically one of our games is like an open world game where you drive an Uber or an Uber driver and you deliver stuff right and at that point we didn't have like background music or stuff like that and we're planning to like make like a radio play in the background right and when I met audio mob and they like explained how they it worked when uh the first thing that I I thought about was it fits perfectly for our game and it's like an audio audio content for our game that we we need to build first and while they will provide like us that will be integrated seamlessly in the right in

the gameplay experience so that's it that's perfect I guess that's that's that feels so kind of natural doesn't it the the Ambient sound people are so familiar already with hearing adverts on radios it works in world as well as a concept so Sal I haven't I've been speaking to the developers first before I come to you but um uh but but tell us from audiomon's perspective then what are the advantages of audio ads uh We've Spoken a few already but I'd love to hear it from your perspective I mean what you know how do they contribute to the experience of games that's different from the other ads that we're already familiar with thank you for that so you know ever since um audio mob was started um let me go back a little bit on the story of Christian and Wilfred so they are founders of the company and when uh this is pre-covet times and you know it was kind of clear everybody knew that you know these ad formats that we have right now it brings in the revenue but that is something that's missing you know there is something better that can be done and that's where the audio ad

format came into the picture but then came the post idfa times you know people talking about the kind of Revenue drops that gonna that's gonna happen because of these changes in the policies and at the same time you're seeing covet which is you know completely a new uh era for people to sort of realize what's going to happen in the time so at this time the value for audio mob was to give incremental Revenue to the partners and the way we wanted to do it was you know create a segue for the three key stakeholders which is advertisers Publishers and of course the gamers and how do you do that you do that with a non-intrusive ad format uh also sort of adding into the existing ad monetization that already exists in the platform so you know with audio ads you can find unique placements in the games you don't have to necessarily replace your old formats but what you're essentially doing is now bringing in a complete new format of Revenue and you know we have

Sally here who's gonna be able to weigh in more on this it's completely branding advertisement so we're not we're not a network which is fighting for budgets with a different app installed campaigns we're essentially bringing in completely new Revenue to the game absolutely and I guess as as housing was saying if you need to add more ads into your game because that's your Revenue stream you don't want to just make it as a video recorded video ad every five minutes it's so it's something you can add additionally in fact um I'd like to know a little bit more about the process of implementing audio ads then um actually I'll come to you what are the kind of key considerations and steps involved uh who are in for people who are interested in adding audio ads to their to their games what do people need to think about and how do they go about doing it okay um so from a from my from a development developer pointer point of view um I think that you need to think of a way okay so if I'm looking at it from a developer it's What would how would I be able to maximize my Revenue through

those ads you need to think of from an Advertiser perspective what is it that they're looking for right um so today what does every Advertiser needs they need reach right and gaming naturally tends to tick the Box um on that they need to be able to Target better so the more info you have um the more you know you're specific about the genre of the game and so forth the easier it is for the advertiser to come in and be present on to be present on the platform you need to think about how do they actually like to transact which is mainly let's say programmatically so have the right Partnerships and once you do you can come in and plug in for them to be able to transact easier with you so for a developer I would say and and of course definitely goes without saying measurement right so how do I actually measure effectiveness of of my Revenue that I'm giving to this you know to this ad space that I'm buying from on that game well I've got you've raised a few questions that I want to come back to later but has them I'd like to hear from

you as a developer yeah what's what kind of things do you have to consider when when plugging audio ads into your game so basically if we want to say technically how fast can I implement it yeah which was very fast in the case of volume up the other thing which is more important in how how I can implement it in the game experience in a way that is suitable for the game and it's not annoying because at the end of the day the game has sound has music and you are playing them another type of sound at the same time so you need to take care of the overall gaming experience so the user won't be annoyed by the ad at the same time you want to make sure that he's listening to them no it's perfect and again you've raised a couple of questions there in fact so can I ask you a question is there any um advice you have or any evidence there is about the like the perfect number of audio ads in a game I mean you you mentioned about you know the making sure it fits in there organically and so on um what what advice do you have for game developers about how best to implement

it I mean you don't want them just to have constantly ads playing the whole time what what you know what's been the experience so far so that's a that's a really good question because to be honest uh the broad answer is it depends right but you know since we are the experts in this and we kind of understand how important it is for developers because they've created the game uh it's not only a monetization science it's also an art right so we have to Value their efforts and uh the the very crucial advice that we give while implementing audio ads is sort of cap it so uh for a for a you know game session time of 10 minutes we recommend always capping it to two ads or three ads per second it's interesting yeah so uh of course uh you know uh that's the first step right a lot of advertisers sorry a lot of developers what they do is they do they like to do a B test um then they they create more a B test of creating uh higher caps and testing whether that affects the game retention

but when it comes to entry point and you know we want to make sure that uh our developers feel comfortable on boarding a new platform so we always recommend having just purely two to three ads for the session right interesting has that been advice that you've taken on board does madhook basically do that deliver that many kind of audio ads uh yes definitely we're still in early like this thing because the technology is new and we are iterating and like checking the game retention how it's affected right interesting okay well I've been I think we'll be interested to hear how that that works out for you there's um one thing I'd like to mention as well at this point and I guess any of you could answer this but we've all got different experiences there is that advertisers care about the um the audibility of their ad but developers also care about the audibility of their their game and not all games uh play at the same level have the same degree of Ambient sound or background sound people listen in different environments as well how do you handle things like the audio levels of a of an ad um obviously you know you're in a very quiet game or something suddenly something bursts in there is it is there

any strategies that people should be aware of when it comes to volume that kind of thing and how things play not everyone plays with the sound right up you know um I don't know do you want to give us it from audio more perspective then I'll yeah of course uh I'd like to take the question first so yeah when it comes to audio ability that's a very key metric right because uh you know here we are advertisers are spending premium cpms and if you are not gonna guarantee them that the ad is audible it's that's something that's not that's that's a deal breaker to be honest and when it comes to Publishers you know there's game sounds different game genre have different volume levels and uh like I said you know the product was created the technology was created to sort of manage all the key stakeholders including the gamers so what we have is uh volume detection and audio pass back okay so these are two uh key technologies that I would like to speak a bit about so what we do with audio detection is we guarantee our

advertisers that if any odd ad impression is created it is 100 Audible and we uh we we sort of have created a benchmark of 30 ad volumes for that so um if if the user is below 30 we have to primarily to add formats capable and rewarded so skippable ads We Don't Force It only if the user is above 30 of audio we uh we you know sort of create a skippable ad for rewarded we are actually able to also prompt users to increase the volume okay if if they wish to so it's again very user driven non-intrusive in nature and uh for the Publishers how uh how we manage that expectation or the questions that we get generally is uh what happens if my user is listening to music in the background or what if I'm listening to Spotify right so we don't want to break that user flow as well so that's where comes in audio pass back we're able to seamlessly uh transition between the ad

and the background multimedia and we're also able to resume the multimedia once the ad is over so in a sense the user is going through an ad process without really doing additional clicks or switching the screen so yeah that's how we solve that that's interesting and I'm going to come back to something you said there but I'd like to get Sally's perspective as well obviously you work with Audio Apps and you've got your Partnerships there is it a very is it a similar challenge to to they have there I mean how do you deal with the audibility of ads there how can you rely on people you know as we broke us at the right sound and that kind of thing is it the same experience that what do you might have um so on the other platform we represent that's mainly music podcasts so we know that they're listening so these are tuned in audiences 100 so we really don't think of it but it was a good learning from audio mom um to actually you know have that user prompt at least the 30 audio in order to ensure that somebody's actually hearing that and only you only pay for it once

it's hurt so yeah yeah actually I've got a sort of supplementary question that I want to ask are there any kind of lessons and advice about the type of audio ads that work very well I'm sure the answer is always it depends but like are there other particularly um you know other other particularly good examples of audio ads what works really well is it voices it music is it is it a certain kind of messaging is there a certain kind of length one from a creative perspective what do people need to know about great ads okay so I'll I'll start with this one one really is keep it concise right so the longer the ad is naturally people tend to not tune in and listen so I would say duration so you've got your 15 secondaries you're typically a good uh is a good time as well as think about who you're having that conversation with and what tone do you want to take so what does your brand want what kind of emotion do they want to spark audio is right inside your ear right so it's very very if I may say a bit intimate right

because somebody is speaking to you so how would you like to be heard so are you asking someone to take a break and you want to be preppy or are you sending a Mother's Day message and you want to be sentimental all of that comes to play when you're thinking about audio so imagine if I tell you today I want to create an emotion or an action from you but I'm going to close your eyes so as an Advertiser you need to really think about okay so the dialect the tone the messaging that you're going to put through and so forth and the audience that you're trying to Target basically I understand but you've read something I do want to ask but I just want to first of all um sorry you've raised another question that I want to ask about um actions but I'm going to come to Hazard first to see if you've got to take on that as well do you have a the answer to work in in inside your games do you have any kind of creative advice for advertisers do you know what works best inside your games I guess my my advice is localized you're out yeah that's important because yeah it's it's like it's not visual

so you can expand something with visual stuff it doesn't have to be as localized but you need to be localized for video ads to to take attention but in audio it's a player is for example is playing so he's focus on something so you need to drag attention from from his hearing so it must be it must be like very localized that's a really good advice that this I mean localization is such an important topic anyway but you're so right more so when there aren't visual diagrams or something like that that can work so I want to come back to something that a couple of people have raised on this panel so far just for me as a non-audio expert feedback and results and data is important when there's an audio ad surely there isn't something you can click on I can click on a video or a hyperlink in an ad right but when you're listening to something on the radio I can't click on that so how do you know that someone's taken an action based on your ad how do you measure that um I don't know who wants to take this burst today do you wanna so you can answers

so basically there is a banner that appears with that but it's not an intrusive manner but when you hit the ad if you are interested you can click on it and some type of ads you just hear the it's like branding out so you don't need to click it it's the same way you listen to us on the radio right I believe there are other types I'm really happy with azim's answer to be honest but just to just to add on to that so we do have a very versatile SDK you can choose to add a banner but we also give the options to not add a banner because we really understand uh the screen State can have no space at all for certain games so it kind of depends and we do not push our uh you know Publishers to or force their Publishers to you know add a banner or not but uh advertise is always happy to know that hey you know we have a banner and there can be a click through coming in as well I see that's interesting and Sally do you have any thoughts on that um so one other

metric that we look at as well is listen so how much of the ad was actually heard just like on video you'd look at the view through rate on audio you can look at the listen to rate and understand the audibility how long that they actually spend with your ad and then on the back of that you can run other measurement Frameworks to kind of see effectiveness of that that you're running interesting is there a generally accepted amount of time that counts as a listen is it a just a second or something like that or I think it depends on the creative length as well so you'd want them to listen to I mean I would say at least 50 percent of of the ad if it is skippable that's great um if it's non-skippable then you know or in an audio mobs case if they redeem the reward you know that this is something that they've actually heard start to finish because they've actually redeemed what uh yeah got it um we've got plenty of time and I've got a few more questions but just a reminder that and we'll be taking questions from the audience so if anyone does have anything they'd like to ask

the panel please please feel free to put your hand up and I'll try and uh and uh and keep an eye on there and there there's only developers in the audience or advertisers that want to know more about this please please do ask um uh there's a there's a few things that I was going to say um can I um perhaps ask for examples of who's doing this really well obviously mad hook obviously um but um uh but can you maybe point to some campaigns that you've seen that do really well awesome you know I do you don't want to give any way any confidential information uh as well but perhaps there's there are some great examples of either creative or well-placed campaigns just great implementation I'd love to sort of hear some great case studies that maybe we can point people at um I don't know who wants to take that first but maybe yeah uh of course uh I'll share a very interesting story so this was a word puzzle game uh and uh turns out we are going to get a very high CPM for this in U.S which is 15 by the way and uh the the way the ad was implemented was uh there was a very

specific ad creative created by The Advertiser which was it was almost communicating with the user not non-intrusively of course so it was basically a grain bar ad and it said that oh you must be tired playing the word game so here is a here is a grain bar to you know quench your energy something like that and we did see a very good engagement with that ad and at the same time uh I it was almost as if the ad was created or you know embedded within the game so we we do see that when we create and do experiments like this we we do get advertisers pulling in high cpms but at the same time Publishers are super happy because it's something that is not not at all Breaking the user experience but probably enhancing it so that was one experience that's great um who else wants to come in have you can you want to share some examples with this asset of kind of great either great creative or kind of great campaigns or

just well implemented audio ads we are certainly uh new to this thing and we were seriously start testing some actual sahil can share before yeah fair enough so that's a good idea it's still new I'm not sure how many of you are there another companies that an audience are doing the same thing I never heard of another company that is doing audio ads are there no of course there are there are competitors doing it yeah okay it's still new that's good and actually I'll come to Sally on that question in a moment but actually if I just stay with you for a moment how long have you been working with audio mob now for around two months maybe oh okay so this it is actually pretty pretty yeah you guys okay and what what was the con that was the first step did you meet Audrey and Melbourne an event like this or were you looking at we we met them in Jordan yeah and they recontacted us and they visited us again perfect yeah great great and so just two advice oh that's fantastic um Sally yeah are there any kind of

great case studies or examples you could point at us of great audio ads not necessarily even in games I know your experience is very Broad um so on the gaming front I would say when you're looking at for example they're playing card games and you've got a car band that comes up you tend to see that there's that already the audience is interested in that so you'd see that definitely the performance does enhance um with audio you've got a lot of great examples of of how Brands come in and um you know speak to the audiences so some of the ones that are really good as well are for example we've had once a brand that came in and personalized ads so imagine it's like if if you know if you're looking at somebody who's an auto enthusiastic to me you know hey really literally hey Sally uh you know I know you like cars uh did you see for example you know the latest thing that we've done and we saw that that for example drove a lot of Engagement as well so the more you kind of cater to the audience that you're trying to have a conversation with and with gaming you

can just because you do have that scale in reach so you can come in and say this is you know the type of context I want to be in or this is the type of audience I want to have a conversation with and you'll still be able to scale that and reach those audiences yeah absolutely you raised an interesting thing there that um that occurs to me because I know that it comes up on every panel that we have at one of our Pocket Gamer events which is AI at the moment and I will talk a little bit about Trends in in answer sword in a moment um do you see AI impacting the way the audio Works increasingly it seems to be that every day uh text-to-speech and someone get it gets better is AI something that the advertising industry is is watching even on the audio side of things I mean I hope they are but uh but I think that for now if I want to look at AI it can actually be useful to that industry think of what it can do for creative and how much quicker it can deliver today and how much easier it is to customize further right we always talk about you know Precision marketing

at scale right at the point that trended uh but I mean honestly how much creative can you actually create so if you have somebody coming in and you know it's not somebody actually something coming in and act doing that on your behalf then why not um I would say embrace it I think it impacts anything are there any other kind of Trends in in advertising or audio ad so we should be we should be mindful of what are you what are you observing in the in the year ahead what should people be mindful of well uh honestly I'm super excited about uh the industry right now because as Ali mentioned there's there's just ton of possibilities that is available uh you know with the AI generative as well there's so much uh coming in um I mean just think about it Dave like let's say let's say we have some contextual data whether you are at home or you know whether you're outside in the daylight and if you're able to sort of tune the audio ad to either whisper it or you know Shout It Out excitedly it changes everything for the users right

and uh again like I so so agree with Sally when she said that it's it's kind of an intimate experience right Brands and their tones they kind of relate to you that so at some point your favorite brand and tunes actually make you it triggers an emotion within you so um and I was I was sitting for some panels and you know uh the interesting panel by a member who mentioned that we like to track the rage the peace the wins and imagine if you're able to sort of integrate audio uh ads endorsements in those kind of moments in the game it's it's kind of a game changer and right now we're just starting so yeah I'm super excited about the track yeah and I think I think you said it even today like the importance of the sound of the brand I don't even need to speak but if I tell you immediately you're going to tell me exactly right so so it's actually quite I think that there's a lot of ways that

Brands can come in today and explore audio and if it's done correctly there's a lot of power behind it Jingles have been around for the longest time as well it's always been what does your Brand's brand sound like so and and it's and it's pretty powerful once you actually crack that I would say yeah absolutely um the the sound of uh what I've heard called a Sonic logo but that kind of audio thing is uh is very very powerful in fact my understanding is that Netflix who have that you know when it comes up and it has that room thing they even call their own internal conference the to them don't they know I think because of the sound of the year um so on that let's let me ask you another question just about um about Brands then and Brands and games um obviously um wear a brand to a brand where it appears in a game is very important to it it's very protective of its a bit of its brand and similarly if you're a a developer uh you want your game to have the best you know to be presented in the best light how does audio mob go about making sure

that that Brands feel safe in in where they're placed and that developers Place adverts in the right place what's how does that match make you go about so that everyone feels comfortable with the great question Dave um so brand safety is super important to us and having said that uh at the moment we we there are certain genre of ads that we do not even entertain um so we kind of guarantee our Publishers that not not uh you know there is a certain level of brand safety that is always guaranteed and at the same time we have our own consent management platform so we are we are also Copa compliant so at the same time we ensure that uh the these are the things that we promise our Publishers and something that's coming out it's very exciting that's coming out in this quarter is uh creative review so our Publishers are going to be able to see what kind of ads are actually being played if uh it it

might not just be a brand safe related issue maybe it's an ad that that's not adding value to the game right so we'll be able to sort of uh give do that kind of a matchmaking for Publishers I mean we do for advertisers why not do it for Publishers as well do you have any kind of Italian this way to brand safety I guess I guess I mean um for brand safety I think again it depends on how you target right so you can actually look at the context you can look at the age so with audio mob you have so many different targeting layers that you can include or even exclude and for any reason you don't want a certain association with anything right it doesn't have to be not brand safe it could be that a brand you know doesn't want to speak to anybody who's a mom for whatever reason it is you can start to exclude that as well and you can choose you can choose where you want to appear and and I think that should actually

tick the box for them I don't think today I know that a lot of Brands come in and say you know I mean I don't know if I'm I'm a gaming kind of a brand but if you look at the audience of gaming today and how huge it is right so I think it's the second largest afterward browsing three billion people are you know Gamers today globally and locally you've gotten you know a massive representation in Mina um I don't think that you can come in and say you're not into gaming you need to look at gaming as just any other media of targeting or reaching audiences really and you just need to figure out what would be the right context in doing so and who do you want to have a conversation with really yeah absolutely this is the thing isn't it as we've seen at previous events and on previous panels even here today games is by far the biggest medium in the world you know these TV and movies combined and and it could be asking you know a brand that isn't thinking about advertising in games is missing out completely it's

everyone plays game particularly uh a younger generation as we saw this morning generation Alpha they're being raised with a game controller in their hands so if you ever want to meet you know reach those people not necessarily now but in the future games is of course a way to to reach them we've got we've got plenty of time left oh there's a question from the audience um I will run out with my microphone how about that uh carefully so it's not to fall to my death hold on hold on um in games you only have like a limited amount of time to show and add to the player during gameplay so often it comes between video or audio to uh show them an ad how do you find the ecpms compare between video and uh video and audio in your games um so I'll take this uh that's a very good question thank you uh so if I was talking about U.S market the the video cpms uh if I'm if I'm 100

sure it's kind of in the range of 40 dollars to even hundred dollars right uh you could be looking at an audio cpms to be around uh ten dollars to Fifteen dollars and there's there's quite a difference between the cpms and hence we always recommend uh implementing an audio ad as an incremental placement so you find those kind of placement where it's kind of difficult to add a video ad so yeah thanks for your question Jack do we have any other questions from the audience for uh for our panelists at the back there thank you hold on I'll come around hello thank you that's a great panel by the way thank you all up there um I guess my questions Target mostly at you Sally and when thinking about how advertisers you talked about addressability uh targeting and then also um you know Copa compliance and gdpr compliance and all that and sometimes that's a balance right you know with the

idfa apocalypse that we all went through a couple years ago you wind up having to have a trade-off between reach and addressability so how do brand advertisers think about that trade-off and are they looking more for reach or more for a kind of narrow addressability or both or neither I think that I'm gonna say some advertisers okay so brand safety is top of mind for I would say at least in this region all advertisers that I've worked with right so this is something that ranks very very high with them if we're looking at gaming as a whole so mobile gaming it's quite you know you can come in choose the genre and whatever it is but if we look at gaming outside of mobile and we look at console or PC and we're looking at some of the top played games they tend to be um I don't know aggressive in nature probably right um that this is where the advertiser needs to then come in and decide right so you've got some brands that this is actually okay because they understand

that Their audience is there and they're ready to take that step forward and honestly speaking from what we've seen we've not heard negative reactions because the game is fortnite or or so forth if you're looking at the mobile gaming space I think it's so massive really it is really big so I think that the last stat I checked and you can correct me don't worry if I'm wrong about this but in Saudi Arabia alone we look at four billion Impressions on a monthly basis four billion Impressions on a monthly basis means you can can actually come in and really design your campaign around the metrics that you decide to because there is that scale and reach again going back to today advertisers really need to think about coming into the space because obviously it's that grand and this is where audiences across different age groups so you've got your gen Alpha but also on mobile gaming you've got the moms you've got you know their children and so forth they're all present there so you're gonna have to try to figure out the trade-off I think as a brand

all right thank you uh great great question I don't know does anyone else want to take that question as well or are we well uh I can I can just add a couple of things to address the addressability in terms of uh from a publisher standpoint so our technology uh it does we when we talk to Publishers we do tell them about this how addressability can add benefits to them but at the same time uh following the gdpr policies we drop uh all kind of identifiers in these GEOS so like Sally said there's a trade-off happening the campaign design can vary from regions to Regions and you know we just find the best mix it's just that the volume is so high and the scalability is so high that it is guaranteed to written uh some sort of a data which enables advertisers to decide what to do next right thank you do you have any more questions for our uh for our panel we've got we've got plenty of we've

still got plenty of time left so if anyone does have a question please do uh do put your hand on this would be I mean I guess since we've got some time and we've got you here this would be a great opportunity for us to talk a little bit about what you're working on next so let's look to the Future um uh has him on um Matt Hook games tell us a little bit about your what your plans are for the rest of the year you've been working on audio for just um with audio more for a couple of months um tell us what you're working on next it doesn't necessarily specifically have to be about uh about audio but we'd love to know a little bit more about your your business and your plans so basically currently we're trying to maximize the ad Revenue so we have like audio ads and we have like in-game ads which appears on the 3D art inside the game uh because now everything is like moving to metaverse and web3 and stuff like that and and these kinds of ads like can be integrated seamlessly in in the game without disrupting the gaming experience and we are like building more games and we're targeting more uh more countries and we're expanding our report for you

great thank you and what's your uh if you like your mission here at uh game Expo Dubai are you looking for for partners are you looking for um um basically we are looking for like different kind of opportunities because when you attend such conferences you will be surprised that you know for example I I never heard of like audio ads until I'm at sale and uh Pocket Gamer and Jordan yeah so that's it yeah perfect exactly the serendipitous meetings I'll come to you I want to melb in a second but uh but Sally yeah um what's next for for you folks and you've had some impressive Partnerships you've already spoken about but what are your what's your roadmap ahead so on gaming we this is uh this is a part of the MS that we're trying to continue to grow um audio mob is a key partner of ours we've also have other ones that we're trying to onboard because we understand you know how much the gaming space is in you know expanding um and we're also looking to Sports Marketing and so forth so basically anything that you see and naturally

governments are investing behind heavily you kind of want to make sure that you scale that up because naturally you see that there's a lot of dollar you know advertising dollars will start to shift to that space within this region great thank you and um and yes on them on uh audio mode what's your plan for going forward uh well my plan is uh we're definitely looking for more Publishers uh you know fast movers like hazim from at hook and why it's necessary for us at this moment is we are doing some really exciting deals uh you know in us we just announced a deal with cats media and uh there are some more deals that are getting worked on in India and latam region and which which only means that we have such over subscription of demand it is imperative that we build on the supply side looking forward to that right great thank you um and I've got another forward-looking question for you but uh but yeah this is a an interactive session in our last uh we've got less than 10 minutes now so I

don't want anyone to miss a chance to ask a question so if anyone does have a question they'd like to ask to put their hand up thanks hi there um one thing that sort of strikes me is that that um we're part of the steel meet is now part of Enthusiast gaming and they do a lot of work with Brands spring Brands into games and there's still a massive gap between Brands understanding games and wondering how to get into games and they're a bit scared about being in game or being on the internet channels or whatever is audio advertising an opportunity because they're already spending money on podcasts what difference did it kind of make if they move that from there to there do you think that's an opportunity to really bring Brands more into the game Space in a way that they kind of understand already I mean obviously if they've already have audio assets it makes it easier to transition that into any audio formats again it just goes

back into looking at so a lot of Brands gaming is scary but really it's also explaining to them that it's about the audience that they're trying to Target really so if I'm looking to speak to a mom if I speak to her through audio mob or if I speak to her through any other audio platform and you have that asset then why not I think the audio in general has a long way to you know go and I think that now with more platforms unlocking opportunity for audio audio will naturally start to grow in terms of format chosen to have a conversation with with the audience thank you um would you like to speak to that as well I believe France doesn't have a choice because let's face it uh people I believe spend more time playing games than watching TV and other platforms so they if they are smart enough they should move faster to these platforms through audio ads or other

other type of ads yeah did you have a perspective on that just just want to back that up right uh mobile games is an entertainment Channel and guess who found that Trend first Netflix themselves are an entertainment Channel and they knew that they had to Pivot to games because it just appeals to such a large audience um from a funnel perspective um I think 40 to 50 percent of Internet connected users in uh in Mena region are already accessing mobile games in some format or the other and um you know the the major education piece which I think correct me if I'm wrong of course with Brands is that it's not it's not that typical Persona of a person you know sitting with a can of Red Bull playing games it's actually moms Sons dads and pretty much every Persona that we can think of who's playing games uh during their day I think which pretty much all the panel has been talking about from the from the

morning so yeah exactly I mean mobile phones have turned everyone into a gamer um even if they don't call themselves that um uh does anyone else have another question please put your hand up if not I'll just ask one of mine as we kind of reached the uh the final moments I guess of the of the panel I'd like to ask you let's say we're back here again in a year's time this is our first uh one of our properties in in Dubai but we're let's say we're back here again in a year's time um we're kind of with this panel introducing to many developers in the audience I suspect the idea of uh of ads of audio ads uh in games what would you like people to be about in a year's time what would you like this conversation to be about would you can you you've cast your mind forward and you're a hero in this panel again people this isn't the first time everyone's hearing about it what what are your kind of hopes for this sector uh in in the in the year ahead so let's let's start with you so in a year's time I'm looking at I'm looking at uh the audience where you know there are there are monetization

experts who are managing a waterfall perhaps in audio ads maximizing the revenue and uh from a from a brand side you know a lot of advertisers who are managing maybe 30 to 40 of their audio budgets in in totality of their media spend so uh that that's the kind of future I'm envisioning where you know the market is mature and people are really sort of now towards uh the optimization of that per se right great great answer uh Sally what's your take you're back here in a year's time we're doing we'll do Dubai again and uh and and more people are aware of it what's what's your hope for the conversation about audio ads I mean I would say uh having more best use cases so increased adoption uh I would say for us to come in and talk about really learnings or or you know further measurement new ways or new how new tech is empowering that space um hoping that the adoption would be at

a you know I mean a year but Nokia adoption is higher yeah is a long time in the games industry right um uh and and of course has them on madhu what's what's your take you we'll have you back on stage in a year's time here in Dubai what's your hope for for this you you you're only to sort of two months into this relationship again let's hope uh when we come back where in a couple of years audio ads will become as strong as video and other type of ads which means way more revenue for us developers hopefully so instead of like adding orders as an incremental ad Revenue stream it will be like a core part of the ad Revenue hopefully perfect makes sense well um if anyone has any questions that they haven't wanted to to ask here I know it can be difficult to put your hands up in front of a crowded room I suggest that they find you on Meet to match or preview or meet to match let's take it out I know Matt Hook you're on the um the show floor as well you have a booth there uh and so uh yeah

people hopefully will be able to seek you out and ask you questions so I think we'll uh we'll leave it there a round of applause please for uh sahil model uh hazy and Sally macaron and uh thank you very much for your for your panel today