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Out There Media, MTN Nigeria Launch Telco-driven Mobile Advertising

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Out There Media (OTM), a global leader in mobile advertising and data monetization, today announced that it has successfully launched its proprietary mobile advertising technology Mobucks™ with leading mobile operator, MTN Nigeria.

OTM’s technology, combined with its network of brands and brand agencies, will strengthen the mobile operator’s digital advertising strategy, driving advertiser interaction and engagement with its 65 million subscribers, nearly two times the reach of Facebook in Nigeria.

Several brand partners have already launched mobile campaigns via Mobucks™ platform, including First Bank Nigeria, BETKing, CARS45, Oraimo, Smoov Chapman, Old Mutual, FordFoundation, Tangerine and Wella Health.

The initial campaigns have already seen impressive results; for example, the campaign for First Bank Nigeria insurance products achieved an average Click Through Rate of (CTR) of 7%, with CTR reaching up to 12% in some instances.

This is a whopping 70 to 120 times better than industry benchmarks on digital advertising. Other launch partners include some of the country’s leading media agencies, such as Media Fuse, PHD Nigeria, and Starcom Media Perspective.

“As a part of our Good Together ethos, we are always on the lookout for innovative ways for Nigerians to stay connected with the people and brands they love,” said Srinivas Rao, Chief Digital Officer (CDO) at MTN Nigeria.

“We recognise how powerful reach can be—and with that reach, how important it is to have the right partner and technology that would allow us to deliver the best campaigns. When it comes to mobile advertising and data monetization, OTM’s technology and services provide the perfect solution to help us drive a digital revolution in the country.”

OTM’s Mobucks™ technology enables MTN Nigeria to bring subscribers targeted, interactive messaging, rich media experiences, and programmatic advertising campaigns from its chosen brand and agency partners.

OTM’s access to MTN’s first-party deterministic telco data allows the Mobucks™ technology to combine precise targeting and personalization with reach, to enable “micro-targeting at scale” for its brand clients.

“With the pandemic and its aftermath, it has been a challenging time for brands and subscribers alike; it’s important that we take the right steps to stay connected and keep moving forward,” said Lynda Saint-Nwafor, the Chief Enterprise Business Officer (CEBO) at MTN Nigeria.

“Our partnership with OTM will keep Nigerians connected and engaged with their favourite brands. We are truly excited to bring the very best of mobile advertising to both parties – our subscribers and brand partners.”

“Reach combined with targeting is always a key challenge for brands and advertisers when trying to engage their audiences,” said Donald Mokgale, CEO Sub-Saharan Africa at OTM.

“That’s why mobile operators prove to be such powerful partners for us to enable our brand and agency clients as well as small businesses to use mobile advertising to boost their reach and deliver targeted campaigns to the right audiences, at the right time, via our Mobucks™ platform.

“The results from the initial campaigns that we have run here in Nigeria speak for themselves and prove that consumers are whole-heartedly embracing this form of targeted brand engagement. We are extremely excited to be working with MTN Nigeria as our first mobile operator partner in Nigeria and to be at the forefront of the digital revolution in the country.”


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MTN Nigeria Unveils CPaaS Platform to Transform Business Communication

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At the recently concluded NextNow Business Forum in Victoria Island, MTN Nigeria electrified the business community with a live demonstration of its forthcoming Communication Platform as a Service (CPaaS), a solution engineered to redefine how Nigerian enterprises connect with their customers.

Unlike traditional communication systems, MTN’s CPaaS is built for the realities of a mobile-first market. The platform unifies SMS, voice, WhatsApp, email, and more into a single, intuitive interface. This approach is especially significant in Nigeria, with over 107 million internet users, 45.4% of the total population, according to Data Report. This figure underscores the necessity for businesses to meet customers where they are.

During the demo, attendees witnessed how CPaaS enables two-way, real-time conversations between brands and customers. The platform’s support for rich media, instant analytics, and seamless integration with business workflows drew particular attention. These features are designed to empower businesses with data-driven insights and the agility to personalise every interaction, whether it’s a service notification, marketing campaign, or customer support exchange.

Akinbulejo Onabolu, Head of Enterprise Segment at MTN Nigeria, articulated the vision: “CPaaS gives enterprises the flexibility to interact with their customers on their preferred platforms; whether it’s chat, voice, or messaging, in a way that feels personal and immediate. We’re looking forward to the value this will unlock for businesses across industries once it launches.”

The fireside chat added depth to the conversation, with Omowunmi Olatunbosun, Head of SME Segment at MTN Nigeria, and Stephen Agbi of Bayobab, highlighting how digital engagement bridges the gap between businesses and audiences.

They emphasised that today’s consumers demand immediacy, relevance, and ease, qualities that CPaaS is built to deliver.

The stakes for digital transformation in Nigeria are high. In a report by Punch, the country’s enterprise tech market is projected to reach $22 billion by 2027, reflecting a surge in demand for scalable, cloud-based solutions that drive efficiency and customer loyalty.

The CPAAS Acceleration Alliance have estimated that globally, the CPaaS market is expected to grow from $14.7 billion in 2025 to $72.4 billion by 2035, at a compound annual growth rate of 18.4%, a testament to the platform’s transformative potential.

The event’s closing keynote from META’s Korhan Yunak reinforced the strategic value of digital channels like WhatsApp, which are now indispensable for business communication and engagement at scale.

As MTN Nigeria prepares for the Q3 2025 launch, the anticipation is unmistakable. With its promise of flexibility, intelligence, and seamless integration, MTN’s CPaaS platform is set to become the backbone of next-generation business-customer engagement in Nigeria, enabling enterprises to not just communicate but to connect, adapt, and grow in a digital-first era.


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MTN Mulls Establishment of Fintech Firm in Nigeria, Others

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MTN Uganda is seeking input from stakeholders on a plan to structurally separate its mobile money service, MoMo, from its core telecoms business.

According to the company, the proposed change will be discussed at the upcoming extraordinary general meeting on July 2.

If approved, the telco’s fintech business will be run by a new company controlled by MTN Group Fintech Holdings B.V. and a trust benefiting minority shareholders following a merger.

Additionally, the restructuring also aligns with MTN Group’s ambition 2025 strategy which aims to unlock value, attract new investors, and strengthen regulatory compliance by creating standalone fintech entities in Uganda, Ghana, and Nigeria.

The company’s fintech division has over 13 million customers, with an 18.4% revenue increase in the first quarter of 2025, driven by 19.0% growth in mobile money services, 19.8% growth in transaction volumes, and a 31.4% increase in transaction value.

Reports say the decision is part of the telco’s compliance with the National Payment Systems Act 2020, which mandates mobile money businesses to operate as standalone entities, and to align with MTN Group’s regional fintech strategy.

MTN Uganda, which is led by CEO Sylvia Mulinge, highlighted that the implementation of the proposed transaction will be subjected to a number of conditions and regulatory procedures.

“The implementation of the proposed transaction shall be subject to a number of conditions, including the company and MTN MoMo receiving all required regulatory approvals and no-objections and complying with any regulatory conditions,” said MTN Uganda in notice.

 


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Netflix Expands European Presence with €1 Billion Investment in Spain

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Netflix has announced plans to invest more than €1 billion in Spanish film and television productions over the next four years, reinforcing its commitment to Spain as a key creative hub in Europe.

The announcement was made by co-chief executive Ted Sarandos at an event held at Netflix’s production studios near Madrid, celebrating the company’s 10-year presence in the country.

Sarandos emphasized that the investment would contribute significantly to Spain’s economy, create jobs, and enable the streaming platform to produce more local content. He was joined by Spanish Prime Minister Pedro Sánchez in unveiling the initiative.

Netflix first established its international production studios in Madrid in 2019, following the success of the Spanish-language hit series Money Heist.

Since then, its 22,000-square-meter facility has become one of Netflix’s major production centers within the European Union.

The company currently supports over 20,000 jobs in Spain, highlighting the nation’s growing influence in global entertainment.

The investment reflects Netflix’s ongoing strategy to expand its presence in European markets through original content and local talent.


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