MTN Nigeria is continually innovating. The technology giant is positioning itself in the Rich Communication Services (RCS) market which is touted as the evolution of traditional SMS.
As you know, RCS protocol enables businesses to deliver targeted, personalized marketing messages and offers to their customers through interactive, multimedia messaging campaigns.
Thus, MTN hosted a mobile advertising event that brought together key decision makers (CMOs), Brand & Marketing Executives and Agency heads in Lagos, recently.
Opening the event, A’isha Mumuni, Chief Digital Officer at MTN Nigeria expressed that mobile advertising is a cost-effective means for brands to directly target advertising at the mobile phones of prospects and customers who would want/need their products and services in a more measurable manner than many other channels currently provide.
Rolling out statistics, she said that the digital advertising market in Nigeria is close to hitting $175m by the end of 2023 and by 2030, the market will hit $150m from Telco’s mobile advertising alone.
According to A’isha, MTN Nigeria, through its digital services and enterprise business with its, wants to be the Amazon of mobile advertising.
“We want our partners to be able to access the advertising platform, select the base, location and as many attributes available so that they can push out their campaign.
“We have so many channels for us to present this in ways that is non-obtrusive, and yet meeting our customer at the point of their need, we have the data, information, technology, strategy and experience to achieve this.”
Concluding, A’isha reemphasized the importance of MTN Nigeria’s customers and partners in achieving its mobile advertising feat.
Also speaking at the event, Eityo Amushan, Senior Manager, Digital Campaign and Digital Services, MTN Nigeria discussed the MTN’s advertising key objective as he explains how MTN advertising offers partners the ability to engage with several users through its platforms and various inventory channels, thereby reaching all sectors of the population.
“What we want to achieve for MTN Nigeria is to be the largest publisher in the media advertising space, whereby we’ll be competing with the big techs. We want to empower all our advertisers by leveraging on our first party telco data.
Eyitatyo emphasized that advertising with MTN Nigeria comes with the benefit of reaching real people with first screen user experience as it leverages telco first party deterministic data in accordance with local regulations.
“We are also want to anonymize and aggregate our customer data to provide insights and value to our advertisers.”
According to Eyitayo, this step will empower MTN Nigeria’s advertisers to make their campaign more achievable.
“Our advertiser will use our anonymized data to improve their products and targeting, to get more insights about what their customer wants.”
Eyitayo also explained the concept of RCS (Rich Communication Service) in the mobile advertising space.
MTN RCS Communications API provides a capability to create and send communications, notifications, and instructions to parties, individuals, organizations or users.
According to Eyitayo, RCS is an advanced SMS that allows customers to interact with the messages.
“The RCS are interactive messages which enable us to collect feedback from our subscribers. In return, we leverage the information gathered to empower our advertisers”.
Concluding, Eyitayo highlighted the benefits of MTN mobile advertising which include, targeting capabilities, cost-effectiveness, accessibility and location-based advertising.
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