MTN Ads Launches in South Africa and Nigeria, Redefining Digital Advertising in Africa

MTN Group, Africa’s leading mobile network operator, is set to redefine digital advertising with the official launch of MTN Ads, now live in South Africa and Nigeria. Leveraging MTN and Ayoba’s robust first-party data and extensive network, MTN Ads offers businesses and agencies unmatched opportunities to connect with their target audiences through precise, data-backed campaigns that enhance customer experience and drive business growth. MTN Ads is a critical component of MTN’s Digital Services business, aligning with the company’s broader strategy and 2025 ambition to be a leading provider of digital solutions in Africa.

During the upcoming Seamless Africa 2024 conference, MTN will showcase its new platform, MTN Ads, offering advertisers, brands, and marketers an early look at its capabilities. With digital connectivity rising across Africa, MTN Ads is designed to help businesses of all sizes engage their audiences more effectively, tailored to the region’s unique digital landscape.

MTN Ads is harnessing the power of MTN’s extensive network of approximately 288 million subscribers and Ayoba 35 million monthly active users (MAU). One of the platform’s standout features is its device-agnostic design, ensuring accessibility on both feature phones and smartphones. Given the high usage of feature phones in the continent, this inclusive approach ensures that businesses can reach targeted audiences. Furthermore, MTN Ads will offer zero-rated advertising solutions, enabling businesses to engage with consumers without the constraints of data costs, which are often a barrier to digital engagement in the region.

MTN Ads leverages the strength of MTN’s digital infrastructure and data insights added to the power of Ayoba to help businesses across Africa connect with their audiences in new and impactful ways. This solution empowers brands to deliver highly targeted, personalised campaigns through channels like SMS, Ayoba innovative platform and MTN display inventory while offering the unique advantage of zero-rated advertising. It is a testament to MTN’s ongoing commitment to driving digital innovation across the continent, supporting businesses of all sizes in reaching their customers and creating real value by enhancing engagement and driving growth.

Christian Bombrun, Group CEO: Digital Services, MTN

To extend its reach and offer unparalleled advertising opportunities across the continent, MTN Ads is joining forces with Aleph, a global digital advertising powerhouse operating in over 130 countries, primarily in emerging markets. Aleph’s network engages consumers on more than 45 of the world’s leading digital platforms, enabling businesses to tap into a broader digital ecosystem and enhance the effectiveness and impact of their campaigns.

MTN Ads is already delivering over 100 million monthly impressions across digital platforms, including Ayoba and Captive Portals. Exceptional results, such as a 4.4% click-through rate, which is well above the industry standard of 0.3% – highlight the platform’s capabilities, ensuring a favourable return on investment for businesses.

The launch of MTN Ads further demonstrates MTN’s leadership in Africa’s digital transformation. As mobile penetration and internet access grow, Africa’s digital advertising market is projected to expand by 14% in the coming years, offering businesses significant opportunities to connect with consumers.

MTN Ads is not just about delivering campaigns—it’s about transforming how businesses connect with consumers in Africa. We’ve designed this platform to meet the unique needs of businesses operating across the continent, enabling them to leverage data-driven insights for more personalised and impactful engagements. Whether you’re a local business or a global brand, MTN Ads gives you the tools to reach your audience in a way that resonates deeply, fostering stronger relationships and delivering real, measurable growth. Our focus remains on empowering businesses to thrive in an increasingly digital Africa.

Christian Bombrun, Group CEO: Digital Services, MTN

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