Firms Collaborate to Boost Africa's Digital Advertising

MediaReach OMD Nigeria, represented by Managing Director Stephen Onaivi, has entered a strategic partnership with Puls Africa to strengthen Africa's digital advertising ecosystem. This collaboration will combine MediaReach's proprietary technology with Mobuck, a mobile advertising platform, and MTN's data capabilities.

The partnership aims to establish a leading digital advertising presence in select global markets, starting with Nigeria and Ghana. Chief Digital Officer Ibrahim Misto of MTN Ghana emphasized the importance of this collaboration in reinforcing MTN's leadership in digital innovation and data monetization across Africa.

The partnership will feature a dedicated sales practice across high-growth sectors such as retail, FMCG, e-commerce, and fintech. Katharina Link, CEO of Puls Africa, and Kerstin Trikal, co-founder of Media, expressed excitement about the partnership's potential to transform brand engagement and create innovative advertising solutions.

The collaboration will utilize first-party telco data to drive measurable outcomes for clients, enhancing the advertising landscape in Africa.