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MTN Nigeria launches telco-driven mobile advertising

Gabby Fernie

Nigeria's leading telecommunications company, MTN Nigeria has partnered with mobile advertising company, Out There Media (OTM) to launch telco-driven mobile advertising. 

OTM's 'Mobucks' 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 65m subscribers, nearly two times the reach of Facebook in Nigeria.

The partnership enables MTN Nigeria to bring its subscribers targeted, interactive messaging, rich media experiences, and programmatic advertising campaigns from its chosen brand and agency partners.

OTM’s access to MTN Nigeria'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.

“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,” said Chief Enterprise Business Officer at MTN Nigeria, Lynda Saint-Nwafor. "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.”