Anghami, the regions largest and most loved streaming service, announced today a new collaboration with The Walt Disney Company Middle East in which brands are able to reach millions of consumers through various branding and media solutions alongside hit Disney movie soundtracks.
Brands can now benefit from 100% share of voice around hundreds of Disney albums/songs, new and old, including hits such as Let It Go from the cult classic Frozen, which garnered 3.6 Million streams alone in MENA, and A Whole New World from The Aladdin album; a standout hit at 2.6 million streams in only a few months of release on the platform.
The collaboration with Anghami is the latest addition to Disney’s already established local partnerships offering, whereby brands can engage in collaborative storytelling and connect with millions of Disney fans across the Middle East, by tapping into the power of Disney’s huge intellectual property portfolio – from the latest blockbuster movies to classic characters such as Mickey Mouse and friends.
Nielsen research has shown that previous brand associations with Anghami playlists perform better across metrics such as favourability (32%), ad recall (27%) and purchase intent (18%). To support brands in connecting with their target audiences, Anghami uses AI to recommend content to users, with every user enjoying a unique experience based on their listening behaviour, and with music streamed via discovery 75% of the time. Platform users can also browse categories and themes, such as Cooking or Driving, as well as browsing a Soundtracks tab available on the platform; with Disney albums placed more prominently in this section.
Martin Healy, Head of Disney Ad Sales & Partnerships for the Middle East, comments on the new agreement: “The new Disney audio opportunity on Anghami is an important addition to our local partnerships business and we’re eager to share this opportunity with new and existing partners.
“With unrivalled brand affinity and millions of Disney fans in market, brands now have another powerful touchpoint to engage with this audience and positively impact their own brand affinity.”
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