Audio is creating new opportunities for advertisers to connect with audiences beyond traditional radio as digital audio consumption continues to grow throughout Africa. According to Atunwa Digital’s Africa Digital Audio Report 2025, unique listeners across its African footprint grew 81% from 2024 to 2025, reaching more than 28 million.

Atunwa Digital worked with EABL and Saracen Marketing Group on a portfolio of digital audio campaigns for Smirnoff Ice TZ, Serengeti Lemon Squeeze, Serengeti Lite, and Diageo Tzee across Tanzania. Each campaign had its own creative, flight window, and target audience.

Through its partnership with AdsWizz, Atunwa Digital activated four simultaneous campaigns that combined full-length audio spots with companion display banners to extend each brand’s message with a trackable call to action.

The campaigns reached targeted audiences across Tanzania, concentrated in Dar es Salaam, Arusha, Dodoma, Mbeya, and other markets. The portfolio also expanded mid-month with the launch of Serengeti Lite, allowing Atunwa Digital to bring a new brand to market without disrupting the campaigns already in flight.

The four campaigns collectively delivered almost 3 million audio impressions, reaching 999K unique listeners at a 94.8% average listen-through rate (LTR) and generating 8.5K companion banner clicks. More than 93% of impressions were delivered on mobile. The mid-month addition of Serengeti Lite reached 215K unique listeners in an 11-day flight, and maintained a 95.2% LTR.