Telecom
MTN, Twinpine Partner to Revolutionize Mobile Advertising in Nigeria
MTN, Nigeria’s leading Information and Communications Technology (ICT) company in partnership with Twinpine, a Terragon company with specialties in mobile marketing, have unveiled an upgraded version of MTN Mobile Advertising.
Launched recently at a stakeholders’ gathering, the enhanced version of Mobile Advertising with self-service capability is a smart means of optimizing advertising budget, allowing brands and businesses to reach their profiled target audiences with ease.
At the launch were industry giants who were presented with a live demo of MTN Mobile Advertising and how the platform guarantees cost efficiencies while reaching the target audience.
Lynda Saint-Nwafor, Chief Enterprise Business Officer, MTN Nigeria, Speaking at the launch, stated that, “MTN as a brand aims to help its customers get the best of their business using the services that we provide.
“We’re particularly proud of our Mobile Advertising as it offers much more than receiving an SMS on your phone.
“MTN Mobile Advertising involves a wide array of channels like USSD, End-of-Call Notification, Balance Enquiry and Recharge Notification.
“With MTN Mobile Advertising, you have clear reach, targeting real-time engagement, real-time audience, permission marketing, lasting conversations and a door to a world of opportunities.
“We believe our customers will get the best of the platform and will be just as impressed as we are.”
MTN Mobile Ads is a complementary channel for advertising that makes integrated marketing communication plans more comprehensive and airtight.
As with most digital platforms, MTN Mobile Ads is measurable and can be tracked and the reports developed from the platform will show trends and extensive dynamics of targeted consumers.
The platform prides itself in being overtly exact when targeting audiences along the lines of age, gender, location, spend, device type and operating system amongst other metrics to better the business’ Return on Investment (ROI).
This solidifies the customers’ confidence in the fact that their actual target market, audience and group are being reached.
Elochukwu Umeh, Chief Executive Officer (CEO) Terragon Group, Commenting on how MTN Mobile Ads connects businesses with their target audiences, said, “The new version of our Mobile Ads platform delivers superior results on mobile for consumer goods, financial services and SMEs.
“The direct channel offers participating customers and businesses an opportunity to connect with their target audience in their mobile journey from discovery to conversion.
“It is our hope that more businesses will take advantage of the performance this channel is able to deliver for them.”
With almost 60 million subscribers in total; over 50 million of them fully profiled and a large percentage opted in, this Mobile Ads platform offers iSMS, USSD, End-of-call notifications, age, gender, flash SMS and location-based advertising amongst other features.
The latest “Mobile Economy” report from GSMA reveal that the mobile industry surpassed 5 billion unique subscribers last year and that total subscribers would approach 6 billion by 2025.
Going by these figures and recent trends, it is clear that ‘mobile’ is the future of advertising globally.
At the recently concluded NextNow Business Forum in Victoria Island, MTN Nigeria electrified the business community with a live demonstration of its forthcoming Communication Platform as a Service (CPaaS), a solution engineered to redefine how Nigerian enterprises connect with their customers.
Unlike traditional communication systems, MTN’s CPaaS is built for the realities of a mobile-first market. The platform unifies SMS, voice, WhatsApp, email, and more into a single, intuitive interface. This approach is especially significant in Nigeria, with over 107 million internet users, 45.4% of the total population, according to Data Report. This figure underscores the necessity for businesses to meet customers where they are.
During the demo, attendees witnessed how CPaaS enables two-way, real-time conversations between brands and customers. The platform’s support for rich media, instant analytics, and seamless integration with business workflows drew particular attention. These features are designed to empower businesses with data-driven insights and the agility to personalise every interaction, whether it’s a service notification, marketing campaign, or customer support exchange.
Akinbulejo Onabolu, Head of Enterprise Segment at MTN Nigeria, articulated the vision: “CPaaS gives enterprises the flexibility to interact with their customers on their preferred platforms; whether it’s chat, voice, or messaging, in a way that feels personal and immediate. We’re looking forward to the value this will unlock for businesses across industries once it launches.”
The fireside chat added depth to the conversation, with Omowunmi Olatunbosun, Head of SME Segment at MTN Nigeria, and Stephen Agbi of Bayobab, highlighting how digital engagement bridges the gap between businesses and audiences.
They emphasised that today’s consumers demand immediacy, relevance, and ease, qualities that CPaaS is built to deliver.
The stakes for digital transformation in Nigeria are high. In a report by Punch, the country’s enterprise tech market is projected to reach $22 billion by 2027, reflecting a surge in demand for scalable, cloud-based solutions that drive efficiency and customer loyalty.
The CPAAS Acceleration Alliance have estimated that globally, the CPaaS market is expected to grow from $14.7 billion in 2025 to $72.4 billion by 2035, at a compound annual growth rate of 18.4%, a testament to the platform’s transformative potential.
The event’s closing keynote from META’s Korhan Yunak reinforced the strategic value of digital channels like WhatsApp, which are now indispensable for business communication and engagement at scale.
As MTN Nigeria prepares for the Q3 2025 launch, the anticipation is unmistakable. With its promise of flexibility, intelligence, and seamless integration, MTN’s CPaaS platform is set to become the backbone of next-generation business-customer engagement in Nigeria, enabling enterprises to not just communicate but to connect, adapt, and grow in a digital-first era.
MTN Uganda is seeking input from stakeholders on a plan to structurally separate its mobile money service, MoMo, from its core telecoms business.
According to the company, the proposed change will be discussed at the upcoming extraordinary general meeting on July 2.
If approved, the telco’s fintech business will be run by a new company controlled by MTN Group Fintech Holdings B.V. and a trust benefiting minority shareholders following a merger.
Additionally, the restructuring also aligns with MTN Group’s ambition 2025 strategy which aims to unlock value, attract new investors, and strengthen regulatory compliance by creating standalone fintech entities in Uganda, Ghana, and Nigeria.
The company’s fintech division has over 13 million customers, with an 18.4% revenue increase in the first quarter of 2025, driven by 19.0% growth in mobile money services, 19.8% growth in transaction volumes, and a 31.4% increase in transaction value.
Reports say the decision is part of the telco’s compliance with the National Payment Systems Act 2020, which mandates mobile money businesses to operate as standalone entities, and to align with MTN Group’s regional fintech strategy.
MTN Uganda, which is led by CEO Sylvia Mulinge, highlighted that the implementation of the proposed transaction will be subjected to a number of conditions and regulatory procedures.
“The implementation of the proposed transaction shall be subject to a number of conditions, including the company and MTN MoMo receiving all required regulatory approvals and no-objections and complying with any regulatory conditions,” said MTN Uganda in notice.
Netflix has announced plans to invest more than €1 billion in Spanish film and television productions over the next four years, reinforcing its commitment to Spain as a key creative hub in Europe.
The announcement was made by co-chief executive Ted Sarandos at an event held at Netflix’s production studios near Madrid, celebrating the company’s 10-year presence in the country.
Sarandos emphasized that the investment would contribute significantly to Spain’s economy, create jobs, and enable the streaming platform to produce more local content. He was joined by Spanish Prime Minister Pedro Sánchez in unveiling the initiative.
Netflix first established its international production studios in Madrid in 2019, following the success of the Spanish-language hit series Money Heist.
Since then, its 22,000-square-meter facility has become one of Netflix’s major production centers within the European Union.
The company currently supports over 20,000 jobs in Spain, highlighting the nation’s growing influence in global entertainment.
The investment reflects Netflix’s ongoing strategy to expand its presence in European markets through original content and local talent.
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