Mobile advertising firm, Out There Media (OTM), has launched its mobile advertising technology Mobucks™ with Nigerian mobile operator, MTN. OTM’s technology, combined with its network of brands and brand agencies, will strengthen the mobile operator’s digital advertising strategy, driving advertiser interaction and engagement with its 65 million subscribers, (nearly twice the reach of Facebook in Nigeria).
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.
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 (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, OTM