Under the partnership deal, MTN Ghana will adopt OTM’s award-winning mobile engagement technology platform, Mobucks, and leverage its network of brands and brand agencies, driving advertiser interaction and engagement with its 25 million subscribers in Ghana, three times the reach of Facebook in Ghana.
MTN’s telco insights and wide reach combined with Mobucks’s precise targeting and personalisation capabilities will enable micro-targeting at scale for its future brand clients.
This, according to a statement from MTN, would yield outstanding results, including 70x better performance in terms of engagement, response, conversion and ROI compared with industry benchmarks.
Several brand partners have signed up to be among the launch partners and innovation leaders on the Mobucks platform including Cadbury Richoco, Glitz Natural Care, Mandela Mile, Marie Stopes, Mycare Mobile, Odibets and PharmaAccess.
“It is extremely important that we partner with the best brands to bring our customers the right content.”Dario Bianchi – Digital Transformation Lead, MTN Ghana
One project came from Cadbury Richoco, which ran a mobile messaging campaign to raise awareness for its national educational support programme “My Ghana, My Pride”, by inviting school children to enter an essay competition to win scholarship funding.
The campaign achieved an average Click Through Rate (CTR) of 5.5 per cent beating current industry benchmarks for campaign engagement levels.
“As MTN works towards becoming a digital operator by 2023, it is extremely important that we partner with the best brands to bring our customers the right content, to enhance their digital experience and enable them to enjoy modern connected life,” Digital Transformation Lead at MTN Ghana, Dario Bianchi said.
He believed Out There Media (OTM) is the perfect partner for that agenda, combining its technology with MTN’s data and reach to deliver impactful, engaging, interactive and innovative mobile advertising campaigns for subscribers.
“We’ve already seen the impressive outcomes of the technology and we’re excited to continue seeing similar results with campaigns in the future,” Dario Bianchi said.
He observed that Ghana has the highest mobile penetration rate in West Africa, and mobile technology plays an increasingly important role in that country, and that gave him confidence that the partnership with OTM would bring value to all stakeholders in the advertising industry.
This is all part of a bigger strategy by MTN Ghana to become a digital operator by 2023 and a platform player by 2025, where it offers its network as a service (NaaS) to the entire ecosystem, rather than a mere telecom service provider to individuals.