In a bold move set to revolutionize Africa’s digital advertising space, MTN Digital Services, the advertising arm of the continent’s largest mobile operator, MTN, has announced its strategic partnership with Aleph Group. The collaboration aims to amplify MTN’s go-to-market solution, MTN Ads, offering unprecedented access to MTN’s vast first-party data and unique telco-driven advertising platforms.
This partnership represents a significant shift in the digital marketing ecosystem, where advertisers will gain powerful tools to target audiences with precision. Leveraging MTN’s rich user data garnered from its 38 million South African subscribers advertisers can now deploy hyper-targeted campaigns across the telco’s core communication channels like SMS, Rich Business Messaging (RBM), and Ayoba, MTN’s all-in-one super app. This app, which combines messaging, gaming, and shopping features, will serve as a cornerstone for creative, engaging, and impactful campaigns that target diverse audiences.
What sets this partnership apart is the range of device-agnostic and data-free advertising solutions it offers. As mobile advertising in Africa continues to grow, fueled by increased mobile penetration and urbanization, advertisers can now reach consumers without requiring them to use their mobile data. This means that users across varying income levels, regardless of device, can be reached seamlessly, breaking down traditional barriers to engagement.
Jason Probert, General Manager of Digital Services at MTN South Africa, highlights the uniqueness of this collaboration. “This is not your typical advertising partnership. Our solutions are device-independent and allow businesses to engage users instantly with measurable, real-time attribution. The rewards system embedded within Ayoba and other platforms also allows for innovative ways to reward user engagement, driving deeper interaction.”
This marks a shift towards a holistic digital engagement model, where brands can create tailored experiences that match the complexity of the African market. From offering reward-based engagements to running data-free campaigns, brands will now have the tools to craft customer-centric strategies that provide measurable outcomes.
Aleph Group, a global leader in digital marketing solutions, brings to the table its wealth of experience in bridging offline and online economies. As South Africa’s businesses continue to embrace digital transformation, Aleph’s expertise in navigating the complex digital advertising ecosystem will ensure that advertisers maximize return on ad spend (ROAS).
Stephen A. Newton, Managing Director for Sub-Saharan Africa at Aleph Group, noted the partnership’s potential to drive growth in both the digital economy and advertising spend. “With MTN’s vast data insights and network reach, combined with Aleph’s capabilities, we are uniquely positioned to help businesses transition from traditional advertising to impactful, data-driven digital strategies. This isn’t just about ads, it’s about aligning businesses with the new digital GDP, where online platforms drive real economic value.”
“We are thrilled to pioneer the MTN Ads solution and continue to contribute to the growth of South Africa’s digital advertising ecosystem,” he added.
Aleph Group will provide a team of experts to work closely with advertisers, offering solutions across MTN’s advertising channels, including SMS, Rich Business Messaging (RBM), mobile display, and in-app advertising.
“In today’s challenging economic climate, businesses are seeking a greater return on advertising spend (ROAS). We believe this partnership will enable businesses to unlock the full potential of digital advertising in South Africa,” added Newton.
This strategic alignment comes at a crucial time for South Africa’s economy, as businesses grapple with rising operational costs and shrinking marketing budgets. With Aleph and MTN’s collaboration, businesses are now poised to unlock untapped potential, particularly in mobile-first markets where access to digital channels is critical.
The collaboration between MTN and Aleph could not be more timely, as projections indicate that South Africa’s total ad spend will hit R40.95 billion by the end of 2024. Digital advertising will contribute significantly to this growth, driven by increased mobile network expansion and urbanization. By 2027, it is forecasted that internet advertising alone will grow to R32.77 billion, reflecting an accelerated shift to digital marketing channels.
Aleph’s recent survey provides critical insights into the habits of South African consumers, with 38% stating that they learn about new products through pre-roll ads on online videos. This statistic underscores the increasing importance of digital platforms for brands aiming to capture consumer attention, with mobile advertising expected to make up 74% of digital ad spend by 2028.
MTN and Aleph are set to be at the forefront of this digital revolution. Their combined expertise will allow brands to craft innovative, data-driven campaigns that not only reach consumers but resonate with them across various touchpoints. By tapping into telco-specific solutions like zero-rating for users and device-agnostic strategies, advertisers can effectively engage consumers across the full digital funnel journey, from awareness to conversion.
As mobile adoption and internet access continue to grow across Africa, MTN and Aleph are uniquely positioned to scale these solutions beyond South Africa. With MTN’s extensive network spanning 17 African countries and Aleph’s growing presence in the region, the partnership could become a blueprint for digital advertising transformation across the continent.
While South Africa’s digital advertising landscape is undergoing a profound transformation, the lessons learned from this partnership could set the stage for broader growth across the African continent. Countries with burgeoning digital economies and rising mobile penetration could soon witness the replication of MTN’s and Aleph’s model, transforming the way brands engage with consumers in the digital age.
As Africa’s digital landscape continues to evolve, this partnership is poised to become a key driver in reshaping how advertisers connect with audiences, helping brands navigate the digital shift with smarter, more impactful campaigns.
