Telecom
Out There Media, MTN Nigeria Launch Telco-driven Mobile Advertising
Out There Media (OTM), a global leader in mobile advertising and data monetization, today announced that it has successfully launched its proprietary mobile advertising technology Mobucks™ with leading mobile operator, MTN Nigeria.
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 two times the reach of Facebook in Nigeria.
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.
This is a whopping 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.
“As a part of our Good Together ethos, we are always on the lookout for innovative ways for Nigerians to stay connected with the people and brands they love,” said Srinivas Rao, Chief Digital Officer (CDO) at MTN Nigeria.
“We recognise how powerful reach can be—and with that reach, how important it is to have the right partner and technology that would allow us to deliver the best campaigns. When it comes to mobile advertising and data monetization, OTM’s technology and services provide the perfect solution to help us drive a digital revolution in the country.”
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.
“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 Lynda Saint-Nwafor, the Chief Enterprise Business Officer (CEBO) at MTN Nigeria.
“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.”
“Reach combined with targeting is always a key challenge for brands and advertisers when trying to engage their audiences,” said Donald Mokgale, CEO Sub-Saharan Africa at OTM.
“That’s why mobile operators prove to be such powerful partners for us to enable our brand and agency clients as well as small businesses to use mobile advertising to boost their reach and deliver targeted campaigns to the right audiences, at the right time, via our Mobucks™ platform.
“The results from the initial campaigns that we have run here in Nigeria speak for themselves and prove that consumers are whole-heartedly embracing this form of targeted brand engagement. We are extremely excited to be working with MTN Nigeria as our first mobile operator partner in Nigeria and to be at the forefront of the digital revolution in the country.”
Telecom
Group Advocates for Digital Rights at 2024 Internet Governance Forum
Paradigm Initiative (PIN), a leading pan-African organisation dedicated to advancing digital rights and inclusion in the Global South, has made significant contributions to the just-concluded 2024 Internet Governance Forum (IGF) in Riyadh, Saudi Arabia.
PIN’s participation in the prestigious global event underscores the organisation’s commitment to fostering inclusive digital policies and ensuring that Africa’s voices are central in global discussions about the future of the internet.
During the week-long forum, PIN team members played key roles in numerous sessions, emphasising the importance of a digital rights perspective in the development of emerging technologies, advocating for a more inclusive digital future, and addressing the specific challenges the African continent faces in terms of digital access and inclusion.
PIN Executive Director, ‘Gbenga Sesan, spoke at high-profile sessions, including the Leadership Panel on ‘The Internet We Want’, which outlined the vision for a global internet that is accessible, secure, and inclusive.
At the Africa Youth IGF Parley, ‘Gbenga provided a platform for young Africans to address pressing issues such as internet restrictions, the digital divide, and digital rights violations.
Adeboye Adegoke, Senior Manager for Grants and Programmes Strategy at Paradigm Initiative, contributed to Open Forum #12, advocating for policies that ensure a rights-respecting and inclusive digital future. His discussions highlighted the importance of policies that place human rights at the core of technological advancements.
Ihueze Nwobilor, Senior Programmes Officer, spoke at the session, ‘A Rights-Respecting Approach to Emerging Tech Development,’ where he called for the prioritisation of human rights in the development and deployment of emerging technologies across Africa and beyond.
The organisation’s Senior Manager for Partnerships and Engagements, Thobekile Matimbe, shared valuable insights during the ‘Better Products and Policies Through Stakeholder Engagement’ session.
She emphasized the role of the private sector in engaging with local communities to ensure that digital products and policies are inclusive and meet the needs of vulnerable groups across Africa.
Bridgette Ndlovu, PIN Partnerships and Engagements Officer, moderated a session on ‘Implementation of the USF in 26 African Countries,’ where she and other speakers, including ‘Gbenga Sesan, discussed the crucial role of Universal Service Funds (USF) in advancing digital inclusion, particularly in underserved and rural areas.
PIN’s participation at IGF 2024 has been an important moment for advocating digital rights in Africa. “Paradigm Initiative’s participation was a powerful reminder that Africa’s digital future must be shaped by inclusive, rights-respecting policies.
“Our participation at the IGF is a continuous demonstration of the need for all stakeholders to collaborate in building a more inclusive and accessible internet for everyone, especially those in under-served communities,” PIN Executive Director, ‘Gbenga Sesan stated.
Telecom
From Niche App to Global Giant: TikTok’s Controversial Journey
TikTok’s rise from a niche video-sharing app to a global social media giant has sparked controversies worldwide, with concerns over its links to China and its influence on users and politics.
In Albania, Prime Minister Edi Rama announced Saturday that TikTok would be banned for at least a year starting in 2025.
The decision follows a tragic incident in Tirana where a 14-year-old was killed and another injured in a fight stemming from an online confrontation. Rama described TikTok as the “thug of the neighborhood.”
In Romania, the European Union is investigating whether TikTok played a role in far-right candidate Calin Georgescu’s unexpected first-round presidential election victory.
The probe focuses on alleged Russian interference and claims of “preferential treatment” by TikTok. This marks the platform’s third EU investigation, potentially risking fines of up to six percent of its global revenue.
TikTok stated it has implemented “robust actions” to combat election misinformation, while Russia denies meddling.
In the United States, TikTok faces mounting pressure after the government passed a law in April requiring ByteDance, its Chinese parent company, to divest from the platform by January 2025.
The U.S. claims TikTok allows China access to American user data, a claim TikTok denies. ByteDance admitted its employees had accessed U.S. user data but insisted it does not share information with Chinese authorities.
TikTok could face a nationwide ban if ByteDance fails to comply, threatening its 170 million U.S. users.
Australia recently enacted a landmark law banning under-16s from accessing social media, including TikTok, with hefty fines of up to AU$50 million for noncompliance.
TikTok expressed disappointment, warning the law could push young users to less regulated parts of the internet.
In Europe, TikTok was forced to remove an engagement feature in its TikTok Lite version after EU regulators raised concerns about its addictive nature.
The feature rewarded users aged 18 and older with points redeemable for goods based on time spent on the app.
TikTok also faces criticism for its role in spreading hazardous challenges, some of which have reportedly led to child deaths, such as the blackout challenge.
Disinformation remains a significant issue, with a study by NewsGuard revealing that one-fifth of videos on topical subjects like the Russia-Ukraine war contained misleading or false information.
Despite these controversies, TikTok remains a dominant force in social media, attracting creators and influencers worldwide.
Its powerful algorithm and innovative features have secured its place at the forefront of digital engagement.
However, the platform continues to grapple with mounting scrutiny over its practices and societal impact.
TikTok’s meteoric rise has reshaped the social media landscape, cementing its status as a global powerhouse with over 1.04 billion monthly active users worldwide as of 2024.
This milestone, achieved in less than a decade, underscores TikTok’s unparalleled growth trajectory compared to platforms like Facebook and Instagram, which took significantly longer to reach similar heights.
In the United States alone, 170 million people actively use the app, contributing to its $16 billion U.S. revenue in 2023.
Globally, TikTok engages over a quarter of social media users and nearly one-fifth of internet users monthly, with U.S. adults spending an average of nearly an hour daily on the platform.
Its popularity is further evidenced by 137 million downloads in the first quarter of 2024.
Since its 2018 launch, TikTok has grown from 55 million users to over a billion, fueled by its dynamic algorithm and appeal across diverse demographics.
Telecom
NCC Holds Virtual Forum on A2P Licensing Framework
Nigerian Communications Commission (NCC) has hosted a virtual stakeholders’ forum to discuss the draft Application-to-Person (A2P) licensing framework.
The event, held on December 20, aimed to address challenges in the international A2P messaging space in Nigeria, including consumer protection, fraud prevention and industry fairness.
Dr. Aminu Maida, executive vice chairman (EVC)/ceo, Nigerian Communications Commission who was represented by Mrs. Chizua Whyte, Ag. Head, Legal and Regulatory Services of NCC, said A2P messaging plays a vital role in today’s digital world.
“A2P messaging drives efficiency, enhances communication and supports socio-economic development.
“It has become the go-to platform for businesses to send notifications, whether transactional, promotional or service-related, directly to consumers,” Whyte said.
She emphasized the importance of effective regulation, stressing that the NCC’s strategic focus is centered on three key stakeholders: the government, consumers and the industry.
Whyte noted that the proposed framework seeks to foster innovation, ensure fair and transparent operations and protect consumers.
“The NCC firmly believes that effective regulation stems from inclusivity and collaboration.
“This forum is an opportunity for all of us – operators, aggregators, businesses, service providers and consumers – to engage in meaningful discussions,” she said.
The commission presented the various feedbacks received as inputs into the A2P Licensing Framework and gave NCC’s responses to each of the observations and recommendations made by the licensees.
Mrs. Truddy Tony-Awusaku, Assistant Director at the Licensing and Authorisation Department of the NCC, presented an overview of the framework for international A2P messaging in Nigeria.
The NCC assured stakeholders that it would continue to engage internal and external stakeholders ahead of the final draft of the A2P Messaging Services Licensing Framework.
The commission invited stakeholders to provide feedback and recommendations to refine the framework and create a sustainable A2P messaging ecosystem.
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