Out There Media and Pulse Announce Strategic Partnership to Create Digital Advertising Superpower Across Africa

As Nigeria's advertising landscape continues to evolve, a new player is emerging to shake things up. For Stephen Onaivi, Managing Director of mediaReach OMD Nigeria, the partnership between Out There Media and Pulse Africa is a turning point. "As one of the agencies responsible for putting clients' brands in front of Nigerian consumers every day, we welcome partnerships that genuinely expand what's possible," he says. This partnership is no exception, as it promises to bring innovative advertising opportunities to Nigerian brands and agencies.

At the heart of this partnership is Out There Media's (OTM) proprietary technology, Mobucks. This telco-centric mobile advertising platform gives advertisers access to nearly 300 million subscribers across South Africa, Nigeria, Ghana, Zambia, Cameroon, and more. But what makes Mobucks truly special is its ability to tap into first-party telco data, providing targeted and privacy-compliant advertising solutions. This is a major selling point for brands and agencies looking to reach their target audiences at scale.

While OTM brings its global expertise and established relationships with major brands, Pulse Africa contributes a local team of over 100 media professionals. This team is equipped to handle sales, ad operations, account management, and creative strategy. The combination of OTM's technology and Pulse's local expertise creates a powerful partnership that is well-positioned to dominate the African digital advertising landscape.

The partnership between Out There Media and Pulse Africa is not just about Africa; it's a global partnership with local impact. With ties to major brands like Unilever, Coca-Cola, Netflix, Pepsi, L'Oréal, and Nestlé, OTM brings a level of sophistication and expertise that is hard to match. And with Pulse's local team, the partnership is able to deliver targeted and effective advertising solutions that cater to the unique needs of African markets.

For Nigerian brands, this partnership means access to cutting-edge advertising technology and expertise. It means the ability to target audiences at scale and reach their target demographics with precision. And it means the ability to measure the effectiveness of their advertising campaigns in real-time. As Ibrahim Misto, Chief Digital Officer of MTN Ghana, puts it, "This collaboration reinforces MTN's leadership in digital innovation and data monetization across Africa."

As the partnership between Out There Media and Pulse Africa continues to grow and evolve, it's clear that a digital advertising superpower is taking shape in Africa. With its global reach and local expertise, this partnership is well-positioned to dominate the African digital advertising landscape. And for Nigerian brands and agencies, it's an exciting time to be in advertising.

As we look to the future, it's clear that the partnership between Out There Media and Pulse Africa is just the beginning. With its ambitious plans to establish a leading digital advertising presence across select global markets, this partnership is poised to revolutionize the way brands engage with audiences in Africa. And for Nigerian brands, it's a future that looks bright indeed.