Out There Media and MTN Ghana launch telco-driven mobile ads

Mobile advertising firm, Out There Media (OTM), has partnered with MTN Ghana to provide digital advertising services for its customers. MTN Ghana will adopt OTM’s mobile engagement technology platform, Mobucks™, and tap into its network of brands and brand agencies, driving advertiser interaction and engagement with its 25 million subscribers 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 personalization capabilities will enable micro-targeting for its future brand clients which, it is expected, to yield 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 on the Mobucks platform including Cadbury Richoco, Glitz Natural Care, Mandela Mile, Marie Stopes, Mycare Mobile, Odibets and PharmaAccess. One early project with Cadbury Richoco ran a mobile messaging campaign to raise awareness for its national educational support program “My Ghana, My Pride” achieved an average Click Through Rate (CTR) of 5.5% beating current industry benchmarks for campaign engagement levels.

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.

Donald Mokgale, CEO, OTM Africa