Audio Ads Creative Best Practice
Create Content That Moves Africa
- audience-first, mobile-centric, and laser-focused ads building local relevance.
Creative Philosophy
Sound On, Eyes Off
On Mdundo, the audio is the hero. Ads need to work without visuals and connect within the first 2 seconds.
Context is Everything
We reach users when they are relaxed, commuting, hustling, or vibing. Speak like a peer. Keep it real, local, and relevant.
Simple Wins
The best-performing audio ads on Mdundo are clear, uncluttered, and conversational. Don’t try to say everything, say one thing well.
Audio Ad Requirements
Format
Duration
File type
Voice
CTA
Branding
Specifications
10 - 15 seconds
MP3
Clear, local accent, no background noise
Mandatory - what should the listener do next?
Mention the brand name within the first 3 seconds
CPC Banners – For Traffic Campaigns
CPC (Cost-Per-Click) banners are specifically designed to drive user action, rather than just visibility. These banners play a critical role in traffic campaigns where the primary objective is to encourage users to take a specific next step—such as clicking through to a landing page, downloading an app, or engaging further with a product offering.
Given their performance-driven nature, CPC banners should prioritize:
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Clarity over complexity (avoid overcrowded visuals or excessive text)
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Strong, visible call-to-action (CTA) (e.g., “Learn More”, “Get Started”, “Download Now”)
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Visual hierarchy that guides the user’s eye quickly to the CTA
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Concise messaging that sparks curiosity rather than explains everything
The goal is simple: get the click. Any additional information can be delivered on the landing page.
Banner Types & Sizes
Banner Type
Banner Type
Campaign Objective
Recommended Use Case
Dimension (px)
CPC banner
Drive traffic & action
Clicks, app installs, landing page visits
320 x 300
CPC banner
Drive traffic & action
High-frequency mobile visibility
320 x 300
CPC banner
Drive traffic & action
High-frequency mobile visibility
320 x 50
Companion Banner Specs
To drive recall & reinforce your brand visually, supply the following banners:
Banner Type
Mixed branding
Mobile Web leaderboard
Desktop leaderboard
Desktop Side Panel
Size (px)
800x800
320x200
1000x125
160x600
Note:
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Display banners on Mdundo are designed to boost visibility and brand recall, not performance. Looking to drive clicks or conversions? Let’s talk about our native traffic solutions tailored for results on a cost-per-click (CPC) basis.
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Banners placements; news feeds, artist pages & playlists.
Creative Best Practices
1. Time is money, Lead with the Brand
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Mention your brand name early, ideally within 3 seconds.
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Keep ads to 15 seconds max.
4. Have a Strong CTA
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“Download now,” “Dial *123#,” or “Visit our nearest outlet today.”
2. Speak Their Language
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Use Swahili, Sheng, Pidgin, or street-level English depending on the market.
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Don’t overdub, use local voice talent.
5. Be Culturally Grounded
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Use music beds, idioms, or references that listeners in your market understand.
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Collaborate with local artists when possible.
3. Deliver One Clear Message
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Focus on one product benefit or offer.
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Avoid cramming multiple CTAs.
What to Avoid
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Generic, global English ads with no local adaptation.
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Overly wordy or rushed voiceovers.
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Jingles that distract from the message.
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Ads with no CTA.
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Reusing TV, Radio or social audio that doesn’t translate to mobile-only audio listening.
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Long conversational ads - over 30 seconds.
Winning Ad Example Structure
[0:00–0:03]
Attention Grabber + Brand
“Wah! You’ve not tried the new Mdundo Lite Lime & Ginger?”
[0:03–0:10]
Message
“Chilled vibes, smooth flavour, perfect for your Friday dunda.”
[0:10–0:15]
Call-to-Action
“Grab yours now at your local. Mdundo Lite – made for Mdundo moments.”
Make It Perform
Production Tips
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Use A/B testing with message variants.
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Consider genre targeting (e.g. Gengetone, Gospel, Bongo).
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Add hyperlocal mentions like “Nairobi CBD” or “Lekki Market.”
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Script should be max 35 words.
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Mix voice with background music at -12 dB.
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Keep total volume levels below -1 dB peak.
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Use mono channel for consistency across devices.
Need Help?
We can connect you with local production partners and voice-over artists. Mdundo also offers full-service campaign support and creative feedback loops.
Reach out to:
📧 brands@mdundo.com
🌐 mdundoforbrands.com