Arabian Post Staff -Dubai
NextAud.io has secured an exclusive agreement with AdsWizz Inc. to sell advertising inventory across streaming audio and podcasts throughout key Middle East and North Africa markets, marking a strategic expansion in the region’s rapidly growing digital audio sector.
The arrangement positions the Dubai-based digital audio advertising firm as the exclusive sales representative for AdsWizz advertising across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, the United Arab Emirates and Egypt. Under the deal, NextAud. io will also serve as a preferred reseller for AdsWizz inventory in several Asian markets including Japan, Singapore, Malaysia, Thailand, Indonesia, South Korea, Vietnam, the Philippines, Hong Kong, Taiwan and Morocco.
The partnership gives advertisers across the Middle East and surrounding markets access to AdsWizz’s global marketplace of digital audio advertising inventory, which includes podcast and streaming content distributed through networks such as the SiriusXM Podcast Network.
Digital audio advertising has emerged as one of the fastest-expanding segments of the media industry as audiences increasingly shift from traditional radio and television to on-demand audio formats. Streaming services and podcasts have attracted a younger, mobile-first audience and have become a key marketing channel for brands seeking highly engaged listeners.
NextAud.io’s founder, Adel Saadi, said the expanded agreement builds on years of collaboration between the two companies and reflects the evolution of the regional podcast ecosystem. He described the partnership as a step that strengthens the company’s ability to connect international advertisers with audiences across the Middle East, North Africa, South Asia and surrounding markets.
According to Saadi, the company has spent the past five years developing a digital audio network that links global brands with audiences across MENASA markets while also helping local brands utilise sophisticated advertising technology developed by AdsWizz. The new agreement deepens that relationship and positions NextAud. io to broaden the reach of both advertisers and creators in a region where podcast consumption continues to climb.
AdsWizz, a global ad-tech platform specialising in digital audio monetisation, provides advertising infrastructure for streaming services and podcast networks worldwide. Its technology allows advertisers to deliver targeted campaigns across multiple platforms, while publishers gain tools to monetise audio content through programmatic advertising and analytics.
Anne Frisbie, senior vice-president and head of global business development at AdsWizz, said the partnership would combine AdsWizz’s technology and inventory scale with NextAud. io’s regional expertise. She indicated that the collaboration would enable advertisers to reach podcast audiences across the MENASA region while helping creators monetise their content more effectively.
The deal also ensures that content creators across the Middle East and North Africa retain access to Simplecast, AdsWizz’s podcast hosting and content management platform. Through Simplecast, creators can distribute shows globally, track performance analytics and integrate advertising placements into their podcasts.
Industry analysts say partnerships between regional media networks and global advertising technology providers are becoming increasingly common as digital audio expands internationally. Such alliances allow global ad-tech platforms to scale into new markets while local partners provide sales networks, cultural understanding and relationships with advertisers.
Podcasting has grown sharply in the Middle East during the past decade as smartphone adoption and high-speed mobile internet access increase across Gulf states and North Africa. Streaming audio services have followed a similar trajectory, driven by the popularity of music platforms and talk-based programming.
Advertisers are responding to these shifts by allocating larger portions of their budgets to digital audio campaigns. Audio advertising offers the advantage of reaching listeners during activities such as commuting, exercising or working, moments when visual advertising formats may have limited impact.
The MENASA region has become particularly attractive for global advertisers due to its youthful demographic profile and strong digital engagement. Markets such as Saudi Arabia and the United Arab Emirates have seen rapid growth in podcast production, while regional creators are increasingly targeting bilingual audiences through Arabic and English-language content.
NextAud. io operates under Next Broadcast Media, a company specialising in digital audio advertising campaigns across podcasts, streaming services and digital radio. By combining advertising technology with audience analytics, the company aims to help brands design campaigns tailored to highly specific listener segments.
As competition intensifies across the global podcast industry, advertising technology companies are seeking partnerships that extend their reach beyond established markets in North America and Europe. Agreements such as the one between NextAud.io and AdsWizz highlight how emerging media ecosystems in the Middle East and Asia are becoming central to the future of digital audio monetisation.
The collaboration reflects a broader transformation in advertising strategies as brands adapt to changing consumption habits. Podcast audiences tend to demonstrate strong loyalty to hosts and programmes, creating opportunities for targeted and personalised marketing campaigns that differ from traditional broadcast advertising.
Regional creators are also expected to benefit from improved access to advertising technology and distribution networks, enabling locally produced podcasts to reach international listeners while generating revenue from global brands.
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