News
Out There Media, MTN Nigeria Bring RCS to Market

Out There Media (OTM), the global leader in telco driven mobile advertising, announced that it has successfully launched the first Rich Messaging campaigns based on RCS (Rich Communications Services) with leading mobile operator, MTN Nigeria.

RCS is the new standard of messaging that provides a native, “brand-safe” environment, turning messaging into an interactive, actionable, feature-rich experience, including rich media, high-resolution images, videos, chatbots, file transfer, payment, location sharing and much more. RCS brings the functionality of rich messaging apps like iMessage, Facebook Messenger and WhatsApp directly into mobile phones without having to download any third-party app.
The Rich Messaging campaigns have been launched using OTM’s creative services and proprietary mobile advertising technology Mobucks™.
The news follows the launch of the partnership between OTM and MTN Nigeria announced last July, aimed at strengthening the mobile operator’s digital advertising strategy by driving advertiser interaction and engagement with its 65 million subscribers through this highly engaging, extremely interactive, and brand-safe digital messaging format.
The first ground-breaking Rich Messaging campaigns have been launched with mega-brands such as Unilever Nigeria, the World Health Organization (WHO) and FilmOne Entertainment for movies like Dr. Strange and Wildflower.
The campaigns yielded ground-breaking results with average engagement rates of 58% and average attention-based value of 26 seconds. These are ground-breaking results compared to the attention-based value of other formats, such as banners with 0.1 seconds, video ads with 4.9 seconds, social media ads with 1.6 seconds, and TV with 13.8 seconds, putting Rich Messaging at the forefront of advertising and media.
Kerstin Trikalitis, Co-Founder and CEO, OTM, says: “It is rewarding to see how our growing partnership with MTN Nigeria is bearing fruit, working with leading brands to show the truly innovative and ground-breaking opportunities for RCS with Rich Messaging as a new media channel.
“Nigerian consumers are whole-heartedly embracing the opportunities brought by our unique, end-to-end, cloud-based and fully-managed Rich Messaging solution.”
“Our proprietary technology platform, Mobucks™ takes full advantage of this new media channel allowing users to interact with brands in an unprecedented way. It produces a rich experience not yet seen in the marketplace and generates a highly effective return on investment for brands.”
Lunga Mooi, Media and Digital Hub Director, Unilever, reveals his enthusiasm about Unilever brands, such as Closeup and Pepsodent, “embracing the opportunities to reach Nigerian consumers in ever more interesting ways and achieve unprecedented engagement rates than is possible with other formats.”
Both campaigns achieved outstanding results with Closeup hitting a ground-breaking engagement rate of 60% and attention-based value of 27 seconds, Pepsodent 57% engagement rate and 25 seconds as attention-based value.
FilmOne campaign witnessed equally successful results: 60% engagement rate and 29 seconds of attention value. Moses Babatope, Co-Founder and Managing Director, FilmOne Entertainment, states: “Over the years, embracing technologically innovative solutions has been a crucial part of our strategy for development. Hence, OTM’s pioneering sophisticated mobile advertising solution was a no-brainer to consider. We are excited to explore this medium that engages with our customers effectively.”
Lynda Saint-Nwafor, the Chief Enterprise Business Officer (CEBO) at MTN Nigeria, says: “The FilmOne, WHO and Unilever Nigeria campaigns ran by Out There Media and MTN Nigeria demonstrate the value of RCS for mobile customers and brands alike.
“By using innovative solutions like Mobucks™, we can keep Nigerians connected and engaged with their favourite brands, and also informed about valuable health information.”
Out There Media now not only enables MTN Nigeria to bring subscribers targeted, interactive messaging and rich media experiences from its chosen brand and agency partners, but also harnesses the power of RCS in Nigeria.
News
NITDA Partners OGP to Drive Presidential Digital Goals

The Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa, CCIE, has reaffirmed Nigeria’s commitment to open governance, transparency and inclusive digital development as the Open Government Partnership (OGP) team formally presented the award and certificate received at the OGP Global Summit Spain 2025 to the Agency’s leadership.

Nigeria emerged as the overall global winner in the Digital Governance category in recognition of the country’s excellence in deploying digital tools and policies to strengthen government transparency, accountability, and citizen engagement. In addition, Nigeria received the Regional Award for advancing Open Digital Governance across Africa and the Middle East, reaffirming its leadership role in promoting open government principles and driving digital transformation across the region.
These recognitions were largely attributed to initiatives led by NITDA in collaboration with civil society partners, such as Dataphyte, which showcased innovative and inclusive approaches to digital governance at the summit.
The summit, which was organised in Vitoria-Gasteiz, Spain, brought together more than 1,500 high-level representatives of governments, civil society leaders, and policymakers from around the world to exchange experiences, best practices, and progress on open government initiatives and implementation on key issues.
Receiving the OGP delegation at NITDA, Inuwa described the recognition as a national honour rather than an institutional one, stressing that the award reflects Nigeria’s collective efforts across government, civil society and the private sector in advancing open governance principles through the digital space.
According to him, such global recognition comes with heightened responsibility to deliver on commitments made under the OGP framework.
“This is not just about NITDA. It is a national recognition, and every recognition comes with responsibility,” the DG said.
“If we fail to execute the commitments we have made, it will not only affect our image locally but also at the international stage. This is also not something NITDA can do in isolation,” he added.
Inuwa linked the achievement directly to the Renewed Hope Agenda of President Bola Ahmed Tinubu, noting that digital transformation, transparency, economic diversification, job creation and efficient public service delivery remain central presidential priority areas.
He emphasised that leveraging digital technologies to deepen openness and accountability aligns with national objectives of strengthening institutions, improving governance outcomes and building trust between government and citizens.
Highlighting the importance of collaboration, the NITDA boss underscored the role of the OGP platform as a catalyst for a strong multi-stakeholder approach in Nigeria’s digital ecosystem.
He called on civil society organisations, development partners, the private sector and other government institutions to provide technical expertise, guidance and sustained engagement to ensure effective implementation of agreed commitments.
“We need to leverage the OGP platform. We need your expertise, your guidance, your support and your commitment to hand-hold us in delivering on these commitments,” he said.
He further noted that “a multi-stakeholder approach in the digital space is critical to fostering a resilient ecosystem that delivers real value to citizens.”
Inuwa disclosed that NITDA has already begun internal reviews of its OGP commitments and has tasked its representatives, including Dr Rousseau, to work with colleagues to develop a clear execution strategy.
He proposed the creation of joint work streams with OGP stakeholders to support implementation, ensure accountability and keep all parties on track.
“We are humans. Oversight and collaboration help us stay focused. With commitment, nothing is impossible, and I believe these goals are achievable,” he added, assuring the delegation of NITDA’s readiness and political will to deliver on all agreed commitments.
Inuwa also welcomed the idea of engaging the political leadership of OGP, including the Honourable Minister of Budget and Economic Planning, with a view to briefing President Tinubu on the achievement. He noted that celebrating milestones is important, as it reinforces morale and demonstrates that Nigeria’s efforts in digital governance are gaining global recognition.
“It’s also good when there are wins, we should celebrate, because we too never knew that the little things we are doing are noticed not just within Nigeria, but globally, to the extent of earning us this award,” he asserted.
He concluded by expressing gratitude to the Nigerian National OGP Secretariat and the global OGP leadership, reaffirming NITDA’s commitment to strengthening collaboration and building a more productive working relationship that will translate open governance principles into measurable national impact.
Earlier in his remark, Mr Olusoji Apampa, who led the OGP deelegation, said the honours were earned through a strong partnership between government and civil society, with NITDA playing a critical role, particularly in commitments focused on improving digital governance in Nigeria.
Apampa expressed hope that the awards would serve as added momentum to deepen ongoing commitments under NITDA’s leadership and accelerate the practical implementation of reforms aimed at strengthening digital governance across the country.
News
PalmPay Launches N400 Million World Travel Carnival, Rewarding Users with Free Global Trips

PalmPay, Nigeria’s leading digital banking platform, has announced the launch of its ₦400 million festive rewards campaign, designed to reward users with cash prizes and fully sponsored international travel experiences for everyday transactions on the PalmPay app.

The campaign will run from December 17, 2025, to January 8, 2026. The campaign is designed to reward everyday transactions with extraordinary experiences. It runs alongside PalmPay’s Purple December brand campaign, which focuses on wrapping up the company’s key brand and community initiatives for the year.
At the centre of the rewards campaign is the PalmPay World Travel Carnival, an interactive card collection experience that allows users to earn city cards by completing transactions on the app. Users are required to collect five city cards – London, New York, Dubai, Sydney, and Cape Town and combine them into a World Card, which unlocks a share of the prize pool.
The more World Cards a user creates, the larger their share of the cash rewards. Any extra uncombined cards can be swapped with friends and other PalmPay users to help complete additional World Cards.
Beyond cash rewards, the Carnival also offers Free Global Trips. In each round, the top two users with the highest number of eligible transactions (₦100 and above) and at least one World Card will win an all-expense-paid international trip.
The travel grand prize covers:
- Visa fees
- Round-trip international airfare
- 5-day, 4-night hotel accommodation
- Side attraction
- Meal expenses
- Airport pick-up and drop-off
- All transportation for scheduled tour activities during the trip
Winners will be determined through a transparent leaderboard system, with prizes credited automatically at the end of each round on December 25, December 31, and January 8.
Participation is simple:
- Complete tasks on the PalmPay app, such as Airtime, Data, Transfers, and other specific transactions listed in the app, to earn cards.
- Collect all five city cards.
- Swap cards with friends to complete your collection.
- Combine cards to form a World Card and earn cash rewards.
- Perform more transactions to climb the leaderboard for a chance at the global trip prize.
To ensure fairness, PalmPay has instituted strict rules: no cheating, bots, fake accounts, or manipulation. Any violations may lead to disqualification or account bans. Additionally, the Free Travel Prize is limited to one per user throughout the campaign.
Speaking on the launch, Femi Hanson, Head of Marketing & Communication, “This festive rewards campaign is about turning everyday banking into meaningful value for our users. With the World Travel Carnival as the headline activation, we are reinforcing PalmPay’s promise of being the smarter way to bank—where smart financial decisions unlock bigger opportunities.”
News
REA, NBS Partner to Deliver Comprehensive Energy Data for Nigeria

The Rural Electrification Agency (REA) and the National Bureau of Statistics (NBS) have signed a Memorandum of Understanding (MoU) to conduct a nationwide energy survey aimed at closing long-standing data gaps in Nigeria’s power sector. The initiative is expected to guide policy, attract investment, and accelerate universal electricity access.

Signed in Abuja, the agreement establishes a National Energy Survey based on the Multi-Tier Tracking Framework (MTF), a globally recognized methodology that measures electricity access not only by grid connection but also by quality, affordability, reliability, and usage of electricity and clean cooking solutions.
The survey will be implemented under the Energy Sector Management Assistance Program (ESMAP) of the World Bank. Dr. Abba Aliyu, REA Managing Director/CEO, said the partnership underscores REA’s commitment to evidence-based rural electrification planning and will generate detailed insights on electricity access and off-grid solutions nationwide.
Prince Adeyemi Adeniran, Statistician-General of the Federation/CEO of NBS, emphasized that reliable statistics are essential for effective policymaking, assuring that NBS will provide technical oversight, sampling expertise, and quality assurance to meet global standards.
The survey will assess energy access, household affordability, expenditure patterns, and the adoption of off-grid technologies such as solar home systems, mini-grids, and clean cooking solutions. REA will provide sector expertise and policy alignment, while NBS manages regulatory approvals, methodology, and technical supervision.
Funded and technically overseen by the World Bank, the exercise will run for 18 months, with the resulting data expected to improve national energy planning, programme targeting, and private sector investment, particularly in underserved and rural communities.
Officials said the collaboration reflects the Federal Government’s commitment to strengthening inter-agency coordination, enhancing energy data availability, and advancing Nigeria’s goal of universal electricity and clean cooking access.
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