MTN, OTM launch telco-driven mobile advertising with leading brands and agencies
Leading mobile operator, MTN Nigeria has partnered with Out There Media (OTM), to launch a proprietary mobile advertising technology Mobucks™.
Combined with OTM’s technology and network of brands and brand agencies, the partnership aims to strengthen MTN’s digital advertising strategy, as well as drive advertiser interaction and engagement with its 65 million subscribers.
Srinivas Rao, Chief Digital Officer (CDO) at MTN Nigeria: “As a part of our Good Together ethos, we are always on the lookout for innovative ways for Nigerians to stay connected with the people and brands they love. We recognise how powerful reach can be—and with that reach, how important it is to have the right partner and technology that would allow us to deliver the best campaigns. When it comes to mobile advertising and data monetization, OTM’s technology and services provide the perfect solution to help us drive a digital revolution in the country.”
OTM’s Mobucks™ technology enables MTN Nigeria to bring subscribers targeted, interactive messaging, rich media experiences, and programmatic advertising campaigns from its chosen brand and agency partners. OTM’s access to MTN’s first-party deterministic telco data allows the Mobucks™ technology to combine precise targeting and personalization with reach, to enable “micro-targeting at scale” for its brand clients.
Lynda Saint-Nwafor, the Chief Enterprise Business Officer (CEBO) at MTN Nigeria explained: “With the pandemic and its aftermath, it has been a challenging time for brands and subscribers alike; it’s important that we take the right steps to stay connected and keep moving forward. Our partnership with OTM will keep Nigerians connected and engaged with their favourite brands. We are truly excited to bring the very best of mobile advertising to both parties – our subscribers and brand partners.”
Several brand partners have already launched mobile campaigns via Mobucks™ platform, including First Bank Nigeria, BETKing, CARS45, Oraimo, Smoov Chapman, Old Mutual, FordFoundation, Tangerine and Wella Health. The initial campaigns have already seen impressive results; for example, the campaign for First Bank Nigeria insurance products achieved an average Click Through Rate of (CTR) of 7%, with CTR reaching up to 12% in some instances. This is a whopping 70 to 120 times better than industry benchmarks on digital advertising. Other launch partners include some of the country’s leading media agencies, such as Media Fuse, PHD Nigeria, and Starcom Media Perspective.
Donald Mokgale, CEO Sub-Saharan Africa at OTM said: “Reach combined with targeting is always a key challenge for brands and advertisers when trying to engage their audiences. That’s why mobile operators prove to be such powerful partners for us to enable our brand and agency clients as well as small businesses to use mobile advertising to boost their reach and deliver targeted campaigns to the right audiences, at the right time, via our Mobucks™ platform. The results from the initial campaigns that we have run here in Nigeria speak for themselves and prove that consumers are whole-heartedly embracing this form of targeted brand engagement. We are extremely excited to be working with MTN Nigeria as our first mobile operator partner in Nigeria and to be at the forefront of the digital revolution in the country.”
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