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Out There Media, MTN Nigeria Bring RCS to Market

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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.


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EFInA Unveils Research Fellowship Programme to Deepen Financial Inclusion Impact

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Enhancing Financial Inclusion and Advancement (EFInA) has selected three fellows for its inaugural EFInA Research Fellowship Programme, an eight-month initiative aimed at strengthening evidence on how financial inclusion policies, products, and services translate into real improvements in people’s lives and livelihoods.

The Fellowship marks a strategic shift in Nigeria’s financial inclusion agenda—from a longstanding focus on access and uptake to a deeper examination of impact and outcomes, including financial health, household resilience, livelihood sustainability, and women’s economic empowerment.

While Nigeria has recorded steady gains in expanding access to formal financial services, EFInA said questions remain about whether this access is delivering tangible benefits for households, small businesses, and underserved populations.

Launched under the theme “Evaluating the Impact of Financial Services on the Lives and Livelihoods of Nigerians,” the programme is designed to support applied, policy-relevant research examining how financial services function in practice across formal, informal, and digital channels, and the conditions under which they generate meaningful economic and social outcomes.

Speaking at the launch, Foyinsolami Akinjayeju, EFInA’s chief executive officer, said Nigeria’s financial inclusion journey has reached a critical inflection point.

“Financial inclusion must deliver real outcomes—better financial health, resilience, livelihoods, and women’s economic empowerment—not just access,” she said. “The EFInA Research Fellowship will generate rigorous, Nigeria-specific evidence on what truly works, what needs to change, and what can be expanded to deliver outcomes at scale.”

She added that the programme is deliberately structured to bridge the persistent gap between research and decision-making in the financial sector.

“By examining how policies, programmes, and financial products work in practice, the fellowship will produce insights that directly inform better policy choices and product design,” Akinjayeju said.

Each Fellow will receive a N4 million research grant to support fieldwork, travel, and research tools, alongside structured monthly mentorship from senior researchers, policymakers, and industry professionals. Fellows will also gain access to EFInA’s data assets, including its Access to Finance (A2F) survey reports, one of Nigeria’s most comprehensive demand-side datasets on financial inclusion.

Beyond funding, the programme places strong emphasis on research quality, relevance, and uptake. Fellows will participate in monthly capacity-building workshops covering research design, impact evaluation, gender-responsive analysis, and policy engagement. These sessions will be delivered in collaboration with institutions including Innovations for Poverty Action (IPA), J-PAL, Lagos Business School, the Central Bank of Nigeria, and international development partners.

According to Oluwatomi Eromosele, EFInA’s research lead, the fellowship responds to a long-standing evidence gap in Nigeria’s financial inclusion ecosystem.

“Access alone is no longer sufficient,” she said. “The critical question is whether financial inclusion is translating into better financial health, greater resilience to shocks, improved livelihoods, and meaningful economic opportunities for women and underserved groups.”

She noted that EFInA is prioritising research that is both credible and usable. “We are investing in rigorous, Nigeria-specific evidence and translating findings into practical, decision-oriented outputs that directly inform policy, regulation, and product design,” Eromosele said.

The Fellows will explore research questions across priority themes, including financial health and household resilience amid economic and climate shocks; the role of financial tools in supporting MSME growth and informal livelihoods; women’s economic empowerment through digital and group-based savings mechanisms; and trust, service experience, and satisfaction across financial channels.

The 2025 EFInA Research Fellows are Sarah Edewor, an agricultural economist and development researcher; Abdulmumin Usman, a policy and political economy researcher; and Abdullahi Ibrahim, a measurement, evaluation, research, and learning practitioner.

A core objective of the Fellowship is to reduce Nigeria’s reliance on financial inclusion evidence drawn from other developing contexts such as India and Bangladesh, which EFInA says do not fully reflect Nigeria’s institutional, cultural, and market realities. By generating locally grounded evidence, the organisation aims to equip policymakers, regulators, financial service providers, and development partners with insights tailored to Nigeria’s context.

Fellows will present interim findings during the programme and showcase their final research outputs at EFInA’s Annual Research Symposium in May 2026. Final outputs will include peer-reviewed research papers, policy briefs, and practitioner-focused knowledge products disseminated to key stakeholders.

The EFInA Research Fellowship aligns with Nigeria’s National Financial Inclusion Strategy (NFIS) 2024–2027, which places renewed emphasis on trust, innovation, consumer outcomes, and inclusive growth, and reflects EFInA’s broader mandate to strengthen evidence and support decision-making across Nigeria’s financial ecosystem.


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Trump Says He Made no Mistake Sharing Video Depicting Obamas as Apes

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United States President Donald Trump has said he made no mistake for a video briefly shared on his official Truth Social account that depicted former President Barack Obama and former First Lady Michelle Obama as apes.

Trump Says He Made no Mistake Sharing Video Depicting Obamas as Apes

Former President Barack Obama

Speaking late Friday to reporters accompanying him aboard Air Force One, Trump insisted he made no mistake by sharing the video and does not need to apologise.

“I didn’t make a mistake,” he said.

Trump explained that he did not watch the entire clip before it was posted.

“I didn’t see the whole thing. I looked at the first part, and it was really about voter fraud in the machines, how crooked it is, how disgusting it is.

“Then I gave it to the people. Generally, they look at the whole thing. But I guess somebody didn’t,” he said.

When asked directly whether he condemned the video’s content, Trump replied, “Of course I do.”

The video, which was posted late Thursday, pushed a conspiracy theory about voting machines used during the 2020 election and included a racist depiction of the Obamas.

It remained on Trump’s Truth Social account for about 12 hours before being deleted on Friday morning, following widespread bipartisan calls for its removal.

The White House initially defended the post in an emailed statement to reporters on Friday morning by Karoline Leavitt, Press Secretary,.

She said, “This is from an internet meme video depicting President Trump as the King of the Jungle and Democrats as characters from The Lion King.”

Leavitt added, “Please stop the fake outrage and report on something today that actually matters to the American public.”

Hours after the statement was issued, the video was removed from Trump’s official Truth Social account.


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Orya, Ex-NEXIM MD Jailed 490 Years for N2.4Bn Fraud

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Roberts Orya, MD, NEXIM Bank
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Robert Orya, former managing director, Nigerian Export-Import Bank, (NEXIM), has been sentenced to a cumulative 490 years’ imprisonment over a N2.4 billion fraud, following his conviction by a Federal Capital Territory (FCT) High Court in Abuja.

Orya, Ex-NEXIM MD Jailed 490 Years for N2.4Bn Fraud

The conviction was secured  by the Economic and Financial Crimes Commission (EFCC). Justice F. E. Messiri sentenced Orya to 10 years’ imprisonment on each of the 49 counts brought against him, with the sentences running cumulatively.

Orya, who headed NEXIM Bank between 2011 and 2016, was prosecuted by Samuel Ugwuegbulam, EFCC counsel.

The anti-graft agency accused him of fraudulently diverting funds belonging to the bank—charges the court held were proven beyond reasonable doubt.

Delivering judgment, Justice Messiri ruled that the prosecution successfully established its case, finding the former bank chief guilty on all 49 counts of fraud.

The conviction has been widely linked to the renewed momentum within the EFCC under Mr. Ola Olukoyede, its Chairman, whose leadership has seen a reinvigoration of the agency’s resolve to pursue high-profile corruption cases to their logical conclusion.

Since assuming office, Olukoyede has repeatedly vowed that no individual, regardless of status or past influence, would be shielded from accountability.

Under his stewardship, the EFCC has intensified the prosecution of complex financial crimes, particularly cases involving public institutions and large-scale diversion of funds.

Observers say the sentencing of a former chief executive of a government-owned bank underscores the EFCC’s determination to restore public confidence in the anti-corruption fight and sends a strong signal that financial misconduct will attract severe consequences.

The judgment is regarded as one of the most significant convictions secured against a former banking chief in recent years, reinforcing the agency’s resolve to clamp down on economic crimes within Nigeria’s financial sector.

During his tenure at NEXIM Bank, Orya was initially credited with efforts to reposition the institution to support non-oil exports and improve its financial standing after earlier setbacks.

However, his administration later became enmeshed in controversies, including allegations of loan disbursement irregularities and procedural abuses.

The case, which culminated in Thursday’s judgment, centred on findings that Orya diverted public funds estimated at N2.4 billion—offences that ultimately led to his conviction and lengthy prison sentence.


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