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Out There Media, MTN Nigeria Bring RCS to Market

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Out There Media (OTM), the global leader in telco driven mobile advertising, announced that it has successfully launched the first Rich Messaging campaigns based on RCS (Rich Communications Services) with leading mobile operator, MTN Nigeria.

RCS is the new standard of messaging that provides a native, “brand-safe” environment, turning messaging into an interactive, actionable, feature-rich experience, including rich media, high-resolution images, videos, chatbots, file transfer, payment, location sharing and much more. RCS brings the functionality of rich messaging apps like iMessage, Facebook Messenger and WhatsApp directly into mobile phones without having to download any third-party app.

The Rich Messaging campaigns have been launched using OTM’s creative services and proprietary mobile advertising technology Mobucks™.

The news follows the launch of the partnership between OTM and MTN Nigeria announced last July, aimed at strengthening the mobile operator’s digital advertising strategy by driving advertiser interaction and engagement with its 65 million subscribers through this highly engaging, extremely interactive, and brand-safe digital messaging format.

The first ground-breaking Rich Messaging campaigns have been launched with mega-brands such as Unilever Nigeria, the World Health Organization (WHO) and FilmOne Entertainment for movies like Dr. Strange and Wildflower.

The campaigns yielded ground-breaking results with average engagement rates of 58% and average attention-based value of 26 seconds. These are ground-breaking results compared to the attention-based value of other formats, such as banners with 0.1 seconds, video ads with 4.9 seconds, social media ads with 1.6 seconds, and TV with 13.8 seconds, putting Rich Messaging at the forefront of advertising and media.

Kerstin Trikalitis, Co-Founder and CEO, OTM, says: “It is rewarding to see how our growing partnership with MTN Nigeria is bearing fruit, working with leading brands to show the truly innovative and ground-breaking opportunities for RCS with Rich Messaging as a new media channel.

“Nigerian consumers are whole-heartedly embracing the opportunities brought by our unique, end-to-end, cloud-based and fully-managed Rich Messaging solution.”

“Our proprietary technology platform, Mobucks™ takes full advantage of this new media channel allowing users to interact with brands in an unprecedented way. It produces a rich experience not yet seen in the marketplace and generates a highly effective return on investment for brands.”

Lunga Mooi, Media and Digital Hub Director, Unilever, reveals his enthusiasm about Unilever brands, such as Closeup and Pepsodent, “embracing the opportunities to reach Nigerian consumers in ever more interesting ways and achieve unprecedented engagement rates than is possible with other formats.”

Both campaigns achieved outstanding results with Closeup hitting a ground-breaking engagement rate of 60% and attention-based value of 27 seconds, Pepsodent 57% engagement rate and 25 seconds as attention-based value.

FilmOne campaign witnessed equally successful results: 60% engagement rate and 29 seconds of attention value. Moses Babatope, Co-Founder and Managing Director, FilmOne Entertainment, states: “Over the years, embracing technologically innovative solutions has been a crucial part of our strategy for development. Hence, OTM’s pioneering sophisticated mobile advertising solution was a no-brainer to consider. We are excited to explore this medium that engages with our customers effectively.”

Lynda Saint-Nwafor, the Chief Enterprise Business Officer (CEBO) at MTN Nigeria, says: “The FilmOne, WHO and Unilever Nigeria campaigns ran by Out There Media and MTN Nigeria demonstrate the value of RCS for mobile customers and brands alike.

“By using innovative solutions like Mobucks™, we can keep Nigerians connected and engaged with their favourite brands, and also informed about valuable health information.”

Out There Media now not only enables MTN Nigeria to bring subscribers targeted, interactive messaging and rich media experiences from its chosen brand and agency partners, but also harnesses the power of RCS in Nigeria.


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NOA Uncovers Fraud by Banks, Universities in Students Loan Scheme

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National Orientation Agency (NOA) has revealed that an investigation by its Community Orientation and Mobilisation Officers (COMO) uncovered unethical practices by some tertiary institutions, in collaboration with certain banks, that are depriving students of their rightful access to the Federal Government Student Loan Fund.

NOA Uncovers Fraud by Banks, Universities in Students Loan Scheme

Paul Odenyi, deputy director of Communications and Media, in a statement Sunday, disclosed that several universities and financial institutions have been found engaging in fraudulent activities that prevent students from receiving the loans allocated to them.

Mallam Lanre Issa-Onilu, director general, NOA, shared these troubling findings following a high-level meeting with Mr. Akintunde Sawyerr, managing director, Nigeria Education Loan Fund (NELFUND),  over the weekend.

According to NOA, preliminary reports led to an urgent intervention from NELFUND after it was discovered that some university officials had deliberately withheld critical details about student loan disbursements.

Further feedback from NOA confirmed that certain institutions, in collusion with banks, have intentionally delayed payments to approved applicants for dubious financial gain.

Additionally, some universities do not acknowledge the disbursements made by NELFUND to students.

Sawyerr confirmed that certain institutions have withheld information about loan payments issued in students’ names while still demanding tuition fees from them.

He warned that NELFUND is ready to take legal action against institutions found guilty of engaging in fraudulent practices.

He stated, “Recent findings by NELFUND have shown that some institutions have received student loan disbursements directly into their accounts yet neglect to inform the affected students or record the payments in their financial records, leading to unnecessary confusion.

“Withholding critical financial information from students is not only unethical but also a breach of the principles on which NELFUND was founded.

“We are prepared to take legal action against any institution engaged in such deceptive practices.”

The investigation revealed that in some instances, universities continued to demand full tuition payments from students, despite having already received the loan funds intended to cover those fees.

According to the NOA, this constitutes a gross violation of student rights and a betrayal of public trust.

Issa-Onilu, therefore, issued a strong warning to the institutions and collaborating financial institutions, demanding an immediate end to these actions.

He also directed all NOA state directorates to intensify feedback collection from students nationwide to aid the Federal Government in identifying and penalising the erring parties.

The NOA emphasised its commitment to transparency, accountability, and ensuring that students benefit fully from the government’s intervention in education financing.

The statement added that the investigation remains ongoing, and further actions are expected in the coming weeks.


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Nigeria Records $6.83Bn Balance of Payments Surplus in 2024 Amid Economic Reforms

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Central Bank of Nigeria (CBN) has announced a remarkable $6.83 billion balance of payments surplus for 2024, marking a decisive turnaround from deficits of $3.34 billion in 2023 and $3.32 billion in 2022.

This achievement reflects the impact of sweeping macroeconomic reforms, stronger trade dynamics, and renewed investor confidence in the nation’s economic direction.

Speaking at the 36th Enugu International Trade Fair, Acting Director of Corporate Communications, Mrs. Hakama Sidi Ali, highlighted the CBN’s commitment to addressing economic challenges and fostering productivity, particularly for SMEs.

She emphasized the importance of robust financial systems, foreign exchange stability, and collaboration between monetary and fiscal authorities in achieving industrial development and global recognition.

The President of the Enugu Chamber of Commerce, Sir Odeiga Jideonwo, commended the CBN’s efforts but expressed concerns over the recent hike in interest rates, cautioning that it could hinder access to credit for businesses.

This surplus signals a positive trajectory for Nigeria’s economy, benefiting investors, businesses, and citizens alike.


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Senate Committee Partners with Kuda Bank to Tackle Compliance Crisis as Nigeria Loses ₦3.4 Trillion

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Over ₦3.4 trillion in financial infractions were uncovered across federal Ministries, Departments, and Agencies (MDAs) in 2021, according to the Auditor General’s report — a staggering figure that highlights Nigeria’s deepening compliance crisis and the urgent need for stronger oversight in public institutions.

In response, the Senate Committee on Legislative Compliance is hosting a high-level workshop to address the root causes of weak oversight and institutional gaps. The two-day event, with the theme ‘Consolidating Strategies for Strengthening Legislative Compliance by MDAs’, will take place on April 15 and 16, 2025 at NAF Suites, Abuja, bringing together lawmakers, regulators, and over two hundred representatives from federal MDAs.

Kuda Microfinance Bank is co-sponsoring the workshop as part of its commitment to supporting responsible innovation, governance, and regulatory alignment in Nigeria’s financial ecosystem.

Rasaq Kadri, Kuda’s Head of Compliance, will deliver a keynote address on the second day of the event, highlighting the efforts of Nigeria’s fintechs to promote inclusion and financial literacy without compromising on compliance best practices.

“When public funds go unaccounted for, it doesn’t just damage government credibility, it affects the entire financial ecosystem, including fintechs,” said Kadri. “We can’t build trust-driven products in a trust-deficient environment. Every time compliance is treated as a box-ticking exercise, we miss the chance to build something that lasts. Fintechs have the tools and perspective to support better governance, but more importantly, we have a responsibility to be part of the solution.”

As a sponsor, Kuda will take the workshop to engage directly with key stakeholders in Nigeria’s regulatory and public service ecosystem.

Plenary sessions will be chaired by the Honourable Attorney General of the Federation, Lateef Fagbemi SAN, and the Honourable Minister of Finance, Wale Edun. Conversations will focus on closing compliance gaps, strengthening institutional transparency, and promoting cross-sector collaboration.

The Senate Committee on Legislative Compliance Workshop is a unique platform for dialogue, knowledge-sharing, and collaborative action.


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