Broadcast Media Africa has learnt that MTN’s Digital Services, the advertising arm of Africa’s leading mobile operator, has selected Aleph Group as its sales partner for the MTN Ads solution. This partnership will allow advertisers to access key telco channels such as SMS and platforms like Ayoba, an all-in-one super app created by the MTN Group. Advertisers will also be able to utilise MTN’s extensive first-party data for precise audience targeting.
Jason Probert, General Manager of Digital Services at MTN South Africa, highlighted the unique proposition of the MTN Ads solution, which incorporates device-agnostic, data-free, and rewards solutions. This combination enables businesses to drive immediate engagement, regardless of content or user journey, with measurable attribution.
With access to MTN’s user base of over 38 million subscribers in South Africa, these advertising solutions offer an excellent opportunity to reach a diverse audience across all demographics and device types.
Stephen A. Newton, Managing Director of Sub-Saharan Africa at Aleph Group, expressed excitement about pioneering the MTN Ads solution and contributing to the growth of South Africa’s digital advertising ecosystem. The partnership aims to empower businesses to connect with their target audiences more meaningfully and effectively, accelerating the transition from offline to online GDP.
As an official sales partner, Aleph Group will provide a team of experts working with brands and advertising agencies to develop and implement advertising solutions across MTN’s various platforms, including SMS, Rich Business Messaging (RBM), mobile display, and in-app advertising.
In today’s challenging economic climate, businesses seek a greater return on advertising spend. This partnership is expected to enable companies to unlock the full potential of digital advertising in South Africa. With digital advertising projected to drive much of the growth in South Africa’s ad spend and internet advertising anticipated to reach significant levels by 2027, the future looks promising.
A recent Aleph survey revealed that 38% of South African respondents learn about new products via ads that play before online videos they’re watching, underlining the importance of digital and internet advertising. By 2029, nearly half of total spending is expected to come from digital channels, with mobile advertising accounting for 74% of digital ad spending by 2028.
This partnership allows MTN and Aleph to capitalise on the shift to digital channels, empowering brands to reach audiences through impactful, data-driven campaigns. Advertisers can now leverage telco-unique solutions, including zero rating for users and device-agnostic solutions, to reach all audiences across the digital funnel journey.
