For the second time this month an African MTN operator has announced a digital advertising services partnership, underlining the importance of mobile advertising to modern mobile business models, especially in low-income or low-margin markets.
Mobile advertising company Out There Media (OTM), has announced a partnership with MTN Ghana to provide digital advertising services for its customers.
MTN Ghana will adopt OTM’s mobile engagement technology platform, Mobucks, and leverage its network of brands and brand agencies, driving advertiser interaction and engagement with its 25 million subscribers in Ghana.
Mobucks, says Out There, will enable MTN Ghana to bring its customers targeted and interactive messaging campaigns from their chosen brands and agency partners.
This will bring together MTN’s telco insights and wide reach with Mobucks’s precise targeting and personalization capabilities to enable what is referred to as ‘micro-targeting at scale’ for its future brand clients. This, says Out There, will yield outstanding results, including 70x better performance in terms of engagement, response, conversion and ROI compared with industry benchmarks.
Several brand partners have already signed up to be among the launch partners on the Mobucks platform in Ghana, including Cadbury Richoco, Glitz Natural Care, Mandela Mile, Marie Stopes, Mycare Mobile, Odibets and PharmaAccess.
It’s no exaggeration to call this, as Donald Mokgale, CEO, OTM Africa, puts it, a mobile solution for a mobile-first continent. Very few competing mediums have the reach of mobile, particularly in sub-Saharan Africa. In addition, Ghana has the highest mobile penetration rate in West Africa.
An Africa-wide contract win with MTN Group was first announced in March 2019. It will see OTM’s Mobucks technology rolled out across the 21 countries MTN Group operates in throughout the African continent.
In mid-July Mobucks was launched with MTN Nigeria. Brand partners include First Bank Nigeria, BETKing, CARS45, Oraimo, Smoov Chapman, Old Mutual, FordFoundation, Tangerine and Wella Health.