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Out There Media and MTN Ghana launch telco-driven mobile advertising with leading agencies and brands
Out There Media (OTM), a global leader in mobile advertising, today announced its partnership with MTN Ghana to provide digital advertising services for its customers. MTN Ghana will adopt OTM’s award-winning 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, three times the reach of Facebook in Ghana.
OTM’s proprietary mobile technology Mobucks will enable MTN Ghana to bring its customers targeted and interactive messaging campaigns from their chosen brands and agency partners. MTN’s telco insights and wide reach combined with Mobucks’s precise targeting and personalizationcapabilities will enable “micro-targeting at scale” for its future brand clients. This will yield outstanding results, including 70x better performance in terms of engagement, response, conversion and ROI compared with industry benchmarks.
Several brand partners have signed up to be among the launch partners and innovation leaders on the Mobucks platform including Cadbury Richoco, Glitz Natural Care, Mandela Mile, Marie Stopes, Mycare Mobile, Odibets and PharmaAccess. One project came from Cadbury Richoco which ran a mobile messaging campaign to raise awareness for its national educational support program “My Ghana, My Pride”, by inviting school children to enter an essay competition to win scholarship funding. The campaign achieved an average Click Through Rate (CTR) of 5.5% beating current industry benchmarks for campaign engagement levels.
“Ghana has the highest mobile penetration rate in West Africa, and mobile technology plays an increasingly important role here,” says Dario Bianchi, Digital Transformation Lead at MTN Ghana. “As MTN works towards becoming a digital operator by 2023, it is extremely important that we partner with the best brands to bring our customers the right content, to enhance their digital experience and enable them to enjoy modern connected life. Out There Media is the perfect partner for this, combining its technology with our data and our reach to deliver impactful engaging, interactive and innovative mobile advertising campaigns for our subscribers. We’ve already seen the impressive outcomes of the technology and we’re excited to continue seeing similar results with campaigns in the future.”
This announcement builds on OTM’s recent work with MTN Ghana which saw the operator join a humanitarian initiative led by Out There Impact (OTI), OTM’s impact division committed to using the power of mobile technology for the greater good. Together with several global mobile operators, OTM launched an educational mobile campaign on behalf of the World Health Organization to help contain the ongoing spread of COVID-19. To date, the campaign has reached almost 300 million global citizens via OTM’s global network of mobile operators, including MTN Ghana’s subscribers, making it the largest mobile messaging campaign in the fight against COVID-19 thus far.
“Telco-driven deterministic data is the richest form of data one can get and we’ve seen firsthand how valuable it is in increasing the impact and reach of advertising campaigns and since we will soon be in a world without cookies, the value of this data is exponential,” says Donald Mokgale, CEO, OTM Africa. “Since this partnership means a mobile solution for a mobile-first continent, it completely enables the businesses, brands and agencies to target consumers at scale in ways that have not been possible before. We are all mobile subscribers before we are social media users and through this partnership, MTN Ghana is providing brands with an opportunity to go beyond traditional social media advertising channels, and to instead gain access to MTN Ghana’s captive audience.”
The contract win with MTN Group, first announced in March 2019, will see OTM’s Mobucks technology rolled out across the 21 countries MTN Group operates in throughout the African continent. The launch in Ghana follows the already successful roll out of Mobucks in other MTN Opcos such as MTN South Africa and MTN Nigeria.
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Social Trends: Sarkodie, Gyakie & Jay Bahd: London Studio Vibes
In a London studio session, Ghanaian music sensations Sarkodie, Gyakie, and Jay Bahd united, sparking excitement and speculation about a potential collaboration.
Sarkodie links up with Gyakie and Jay Bahd in London ♥️😍 pic.twitter.com/RW4RUrx9Zm
— Maame Ama Adoma (@MaameAmaAdoma) May 6, 2024
Social media posts captured the trio’s meeting, with fans expressing enthusiasm and playful banter, including a jab at Shatta Wale and Stonebwoy.
Read Also: Highlights from Medikal’s spectacular show at London’s O2 Indigo
Sarkodie, Jay Bahd and KJ Spio inside a studio in London. New music?? 🐐😍♥️ pic.twitter.com/EjbWdZ0yeh
— Maame Ama Adoma (@MaameAmaAdoma) May 6, 2024
The event has generated significant buzz within the Ghanaian music community, as the artists’ diverse talents promise a unique and captivating project.
King Sark jamming to “Fly Girl” by @beeztrapkotm in London with Jay Bahd 🔥🔥🔥pic.twitter.com/IGTL6srWOW
— SarkNatives Ghana (@SarkNativesGH) May 6, 2024
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Davido To Headline Second Annual Tribeville Featuring Wande Coal, Young John & More
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I am proud I didn’t chase money blindly – Blakk Rasta
Ghanaian reggae and Kuchoko artiste, Abubakar Ahmed, professionally known Blakk Rasta has recently expressed his contentment in investing in the future generation rather than relentlessly chasing wealth. (more…)
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Burna Boy cancels Netherlands concert, promises tickets refund
The highly anticipated concert by Grammy-winning Nigerian artist Burna Boy, slated for June 9th at the Johan Cruyff Arena Stadium in the Netherlands, has been called off.
Burna Boy personally relayed the disappointing news via his Instagram account, citing the event organizers’ failure to uphold their part of the agreement as the reason behind the cancellation.
Expressing his regret over the situation, Burna Boy assured fans that ticket holders would receive full refunds directly from their original point of purchase within the next 30 days.
In an Instagram post on Thursday, May, 2, 2024 the ‘On the low’ hitmaker emphasized the importance of fulfilling contractual obligations and thanked his fans for their support, signing off with a message of love and anticipation for future gatherings.
“We regret to inform you that due to a failure by the event organisers to meet their contracted obligations, Burna Boy’s concert at the stadium on June 9th 2024 has been cancelled.
“All ticket buyers will be refunded from the point of purchase within 30 days. Love you and see you soon,” he wrote.
Buzz
South African actor Mpho Sebeng loses life in car crash
South African actor, Mpho Sebeng on Sunday, May 5, 2024 died in a car crash in Potchefstroom, North West province. (more…)
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