MTN Group, Africa’s largest mobile network operator, has officially rolled out a new digital advertising platform, MTN Ads, in South Africa and Nigeria.
The company says the platform will offer “businesses and agencies unmatched opportunities to connect with their target audiences through precise, data-backed campaigns that enhance customer experience and drive business growth.”
The platform’s early success is already apparent. According to MTN, it has delivered over 100 million impressions monthly, with an impressive 4.4% click-through rate, well above the industry average of 0.3%. The partnership with Aleph also helps expand MTN Ads’ reach by enabling African businesses to tap into the global digital ecosystem.
MTN Ads to serve feature and smartphone users
This platform is part of MTN Group’s broader strategy and 2025 ambition to become Africa’s leading provider of digital solutions, according to the telecoms giant.
Under the plan, the Ad platform will leverage MTN’s extensive network and Ayoba’s first-party data. With over 288 million subscribers across Africa and 35 million monthly active users on Ayoba, MTN Ads aims to give businesses of all sizes a chance to connect with targeted audiences in a cost-effective way.
“One of the platform’s standout features is its device-agnostic design, ensuring accessibility on both feature phones and smartphones,” MTN says in a statement. “Given the high usage of feature phones in the continent, this inclusive approach ensures that businesses can reach targeted audiences. Furthermore, MTN Ads will offer zero-rated advertising solutions, enabling businesses to engage with consumers without the constraints of data costs, which are often a barrier to digital engagement in the region.”
“MTN Ads leverages the strength of MTN’s digital infrastructure and data insights added to the power of Ayoba to help businesses across Africa connect with their audiences in new and impactful ways. This solution empowers brands to deliver highly targeted, personalised campaigns through channels like SMS, Ayoba innovative platform and MTN display inventory while offering the unique advantage of zero-rated advertising.,” said Christian Bombrun, Group CEO: Digital Services. “It is a testament to MTN’s ongoing commitment to driving digital innovation across the continent, supporting businesses of all sizes in reaching their customers and creating real value by enhancing engagement and driving growth.“
MTN Ads stands out, the company says, by ensuring it works across both feature phones and smartphones, recognizing that feature phones are still widely used across Africa. A feature phone is a basic mobile phone that supports calls, texts, and simple functions like a camera or radio, but lacks advanced smartphone capabilities. Locally, these kind of phones are commonly referred to as models like the “Nokia Torchlight.”
MTN’s goal is to make sure businesses can engage with their audience no matter what device they’re using. Bombrun added that “MTN Ads is not just about delivering campaigns—it’s about transforming how businesses connect with consumers in Africa.”
“We’ve designed this platform to meet the unique needs of businesses operating across the continent, enabling them to leverage data-driven insights for more personalised and impactful engagements. Whether you’re a local business or a global brand, MTN Ads gives you the tools to reach your audience in a way that resonates deeply, fostering stronger relationships and delivering real, measurable growth. Our focus remains on empowering businesses to thrive in an increasingly digital Africa.”
“To extend its reach and offer unparalleled advertising opportunities across the continent, MTN Ads is joining forces with Aleph, a global digital advertising powerhouse operating in over 130 countries, primarily in emerging markets. Aleph’s network engages consumers on more than 45 of the world’s leading digital platforms, enabling businesses to tap into a broader digital ecosystem and enhance the effectiveness and impact of their campaigns,” the telco says.
The platform’s early success is already apparent. According to MTN, it has delivered over 100 million impressions monthly, with an impressive 4.4% click-through rate, well above the industry average of 0.3%. The partnership with Aleph also helps expand MTN Ads’ reach by enabling African businesses to tap into the global digital ecosystem.
The launch of MTN Ads comes at a crucial time as mobile penetration and internet access continue to rise across the continent. The digital advertising market in Africa is projected to grow by 14% in the coming years, according to industry reports, according to MTN.
Digital advertising spend is steadily growing. According to Statista, Africa’s ad spend amounted to $11.48 billion. “Between 2019 and 2024, the ad expenditure grew by over 20 percent, reaching an estimated 11.5 billion U.S. dollars in the latter year.”
MTN is also preparing to showcase the platform at Seamless Africa 2024, a fintech and payments summit and exhibition to be held in Johannesburg on October 16-17, providing advertisers, brands and marketers with a first look at its full capabilities.
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