The group is celebrating with the launch of a bold company manifesto and video campaign, highlighting two decades of innovation, growth, and its mission to make the digital world more accessible for everyone.

From its humble beginnings in Miami in 2005 to becoming a global leader in the digital advertising ecosystem, Aleph has consistently challenged the status quo, breaking down barriers and creating opportunities in over 150+ markets worldwide, with 60+ exclusive partnerships, serving more than 26,000 advertisers globally and 1500+ employees worldwide.

Aleph’s success has been fuelled by its commitment to creating lasting value, extending the reach of digital advertising and making a difference in emerging markets.

“When we started, we didn’t dream of being part of the digital world; we dreamed of making it possible for everyone to be part of the digital world,” reads the manifesto.

This philosophy has driven Aleph’s evolution from a small startup to a global powerhouse, playing a pivotal role in connecting businesses, brands, and consumers through digital platforms.

“Our collaboration with the Federal Ministry of Communications, Innovation & Digital Economy reflects our ongoing commitment to supporting Nigeria’s digital growth,” said Stanislaus Martins, managing director for West Africa at Aleph.

“With Aleph’s expanded partnership with Pinterest and TikTok, we can now offer brands in Nigeria access to one of the world’s leading visual discovery and social media platforms, helping them reach millions of users passionate about discovering new ideas. These partnerships unlock new opportunities for Nigerian advertisers to connect with engaged audiences, driving meaningful engagement and business growth. Together, we’re excited to help businesses in Nigeria thrive in the digital age,” added Martins.

A Bold Vision for the Future: To commemorate its 20th anniversary, Aleph is unveiling a corporate manifesto video featuring employees from around the globe.

The campaign captures Aleph’s unique philosophy: “At Aleph, there’s no room for small dreams. That’s why big things happen.”

The video highlights the company’s journey and commitment to empowering businesses and individuals by providing access to the tools and platforms they need to thrive in the digital economy.

How Big is Your World? As part of the celebration, Aleph invites the world to reflect on its own digital transformation ambitions through the campaign tagline, “How Big Is Your World?”

The campaign encourages businesses, entrepreneurs, and individuals to dream bigger and explore the limitless possibilities of the digital transformation era.

Aleph’s story is not just one of business success but of a vision realised through collaboration and innovation.

“Our success has always been about more than growth,” says Gaston Taratuta, founder and CEO of Aleph. “It’s been about helping others grow, from our partners and clients to the communities we serve.”

The post Driving Digital Transformation in Emerging Economies Through Media, Fintech & EdTech appeared first on Tech | Business | Economy.

Through this collaboration, young Nigerians will gain access to Aleph’s Digital Ad Expert (DAE) programme, equipping them with the knowledge and skills necessary to thrive in today’s digital landscape.

Aleph Group connects advertisers with consumers across over 130 emerging markets, facilitating engagement on over 45 of the world’s top digital platforms, including Google, Meta, Microsoft, Pinterest, Reddit, Snap, Spotify, TikTok, Twitch, Uber, X, and more.

In line with President Bola Ahmed Tinubu’s goal of creating 2 million digital jobs by 2025, the DAE program quickly and effectively trains many participants, supporting Nigeria’s digital economy growth.

“Teaching our youth digital advertising skills is crucial for advancing Nigeria’s economy in the digital age,” says Francis Sani, Special Adviser on Innovation, Entrepreneurship, and Capital from Federal Ministry of Communications, Innovation & Digital Economy.

The DAE’s focus on practical, industry-relevant skills, makes it an ideal solution for addressing Nigeria’s digital skills gap.

“The programme will be offered in both live and self-paced formats, ensuring flexibility and accessibility for participants across the country,” comments Aleph Group’s managing director for West Africa, Stanislaus Martins.

Upon completion, graduates will receive a globally recognised Digital Ad Expert certificate, granting them access to Aleph’s extensive alumni network and opening doors to exciting career opportunities in the digital advertising industry.

Aleph Group aims to train 800,000 students across the continent through its DAE programme, and this alliance represents a significant stride towards achieving that goal.

“This collaboration aligns with our mission to foster innovation and create opportunities for young people to thrive in the global digital economy,” said Gaston Taratuta, founder and CEO of Aleph Group.”

With an initial cohort of over 2,600 participants, this alliance is set to more than double participation in DAE in Nigeria.

The post 3MTT: FMoCIDE and Aleph Group to Train 2600 Youth in Digital Advertising appeared first on Tech | Business | Economy.

Mobile phones have emerged as the dominant medium for accessing news and entertainment, with both men and women turning to social media platforms like WhatsApp and Facebook as primary sources of information and connection.

“The modern Nigerian media landscape is a testament to the country’s adaptability and thirst for information,” observes Stanislaus Martins, Aleph Group’s managing director for West Africa. “Recently we’ve seen a seismic shift towards digital platforms, particularly among the younger generation.”

Spotify lists Nigeria as the continent’s second biggest consumer of podcasts – with market growth above 200% year-on-year.

Gen Z and Millennials are increasingly using on-demand streaming for their news coverage, making up 60% of the total podcast audience.

With over half of Nigeria’s population under the age of 25, social media and streaming are becoming the dominant forms of media.

Data from Aleph Holdings’ Media Essentials study, based on responses from 23,400 people, shows the depth of this digital revolution.

The gender divide

According to Aleph’s data on the Nigerian market, while both genders actively engage with digital platforms, there are subtle differences in their consumption patterns.

The growth of large format video streaming like YouTube and live sports among men shows a tendency to view media on larger screens, while women prefer more intimate consumption on mobile phones.

This divergence highlights the evolving role of media in shaping gendered experiences and perspectives where women are becoming the early adopter pioneers.

“The digital age has empowered women to carve out their own spaces for expression and engagement,” notes Martins.

“Platforms like Pinterest and Facebook communities offer a creative outlet and a sense of community, particularly resonating with female audiences.”

Parallel freedom

The independence of the 1960s marked the dawn of television, followed by the expansion of radio networks and the proliferation of newspapers.

In the late 20th century, the liberalisation of the broadcast industry paved the way for privatisation, while the 21st century ushered in the internet era, revolutionising communication and information dissemination.

Social media platforms, online news portals, podcasts and blogs have now gained prominence as sources of information.

“Nigeria’s media landscape is a dynamic and ever-evolving ecosystem,” Martins adds.

“As technology continues to advance and consumer behaviour shifts, we can anticipate further transformations in the way Nigerians consume and interact with media.”

Media evolution

Nigeria’s media evolution mirrors the nation’s steadfastness, adaptability, and unyielding spirit.

As the country commemorates another year of independence, it is evident that the media will continue to play a crucial role in shaping its future.

Reports like Media Essentials by Aleph, offers valuable insights into media consumption trends in emerging markets and illuminates the shifting media landscape in Nigeria and other significant regions.

The post Nigeria Freedom Mirrored by Media Evolution appeared first on Tech | Business | Economy.

Second-screening, which involves using a mobile device while watching TV, has become a nationwide phenomenon during major sporting events.

As the Paris Olympics captivates the nation this year, this trend is expected to soar to new heights.

According to a recent study by GroupM, social media activity across Sub-Saharan Africa surged by 27% during the World Cup.

A similar surge is anticipated during the Olympics.

This is in-line with global trends demonstrated in Time Warner’s Medialab research group which delved into this topic, analysing 300 hours of people’s media consumption – spanning TV, web, smartphones, tablets, and print media – over a 10-hour period on weekdays and weekends.

Their findings revealed that users switch between platforms every other minute.

Gen Z, in particular, showed impressive multitasking behaviour, switching platforms nearly 30 times per hour.

Notably, this behaviour enhances emotional engagement and favourability toward advertisers.

“The second screen isn’t just a distraction; it’s an integral part of the viewing experience for Nigerians,” says Stanislaus Martins, Aleph‘s managing director for West Africa. “It’s how we share our excitement, connect with friends, and even discover new products.”

Nigeria will only have women representation for their top sport in Paris. The soccer team will enter Group C in Paris 2024, joining Spain, Japan and Brazil.

It will be the fourth Olympics for the Super Falcons, the most of any African nation, and their first appearance since Beijing 2008.

That they reached the tournament at the expense of African champions South Africa will attract more eyeballs.

“Brands that understand this multi-screen behaviour have a golden opportunity to engage with a captive and passionate audience,” adds Martins. “A McKinsey report highlighted that 72% of African consumers favour brands that champion local athletes and causes.”

With social media platforms gaining immense popularity, particularly among the under-35 demographic that constitutes over 60% of social media users in Sub-Saharan Africa, the potential for brand engagement is enormous.

Martins concludes,

“As we cheer on our Olympic heroes, the second screen is transforming how we experience and interact with sports. It’s a trend that’s reshaping the media landscape and creating exciting new possibilities for brands to connect with Nigerian consumers.

The post The Rise of Second-Screening in Nigeria’s Olympic Fever appeared first on Tech | Business | Economy.

Did you know that…

Ramadan’s focus on community, connection also enables brands to connect in an unique way with the audience?

The research also shows that 91% of social media users in Nigeria like to see content that promotes community and togetherness on Facebook and Instagram.

Advertising that is respecting and highlighting Ramadan’s traditions, businesses can enter the conversation in a new and positive way –  according to YouGov’s research commissioned by Meta, 72% of shoppers and Ramadan observers explore different product categories during Ramadan.

It’s also a time of increased spending by social media users, with Meta’s research showing that nearly two-thirds (65%) spend more time watching videos during Ramadan and Eid. That makes it even more important for brands to engage with customers at this special time of the year.

Meta, and in extension Aleph as a Meta Authorized Sales Partner, offers advertisers unparalleled opportunities and support in leveraging the potential of Meta platforms for  their campaigns.

Their upcoming, free Virtual Event on February 22 2024, will showcase best practices and provide the opportunity to have questions answered on the sport.

With Aleph’s local market knowledge and hands-on support, brands are having the best possible opportunity to engage meaningfully with customers. That’s true during Ramadan and through the rest of the year too.

“We know that Facebook and Instagram are strategically placed right at the intersection of two of the most influential regions of interest: connection and entertainment,” says Jesudetan Onasanya, Meta Nigeria Lead for Aleph. As local Meta Authorized Sales Partners our team of experts in Lagos stands ready to support advertisers across the country to enable new connections during the month of kindness”.

The unique position of Meta provides powerful opportunities for businesses and advertisers. With Meta’s technologies, across the entire consumer journey, brands are able to reach people, across Meta’s 3.7 billion-strong plus ecosystem of surfaces, experiences, and connection opportunities.

With the Discovery Commerce solution, Meta and Aleph are supporting products to find people.

The post Aleph Presents Unique Strategies to Grow Business this Ramadan  appeared first on Tech | Business | Economy.

And with the advancement of artificial intelligence (AI) and other technologies, that speculation is more relevant than ever.

Will tools like ChatGPT and Microsoft Copilot eventually become so sophisticated that they replace copywriters, designers, and illustrators as some have predicted? And even if they don’t, how will they change the skills required for those positions?

Outside of those specific roles what skills will be most useful in the future, particularly as digital and physical world advertising become increasingly integrated?

While it would be foolish to make hard and fast predictions, especially for an industry that moves as fast as advertising does, there are a few emergent trends that give us a good idea of where it’s going.

Those already working in the sector, or aiming to do so, would do well to look at these trends and understand how they might impact their career trajectories.

Even in an AI world, authenticity still matters

At the start of 2023, numerous headlines were describing how AI tools could easily replace creatives, especially as they become increasingly sophisticated.

As the year has progressed, it’s become clear that the picture’s nowhere near that simple.

A research paper released in July, for instance, showed that the quality of answers from ChatGPT was nowhere near perfect, and its creators explicitly highlighted the probability of “AI hallucinations” e.g the generation of incorrect or misleading results.It’s also notable that “authentic” was the US dictionary Merriam-Webster’s word of the year for 2023.

This not only suggests that AI tools may take more time to reach maturity than many thought but also that, even as the technology advances, people still crave authentic experiences. That includes the adverts they’re exposed to daily.

None of this, of course, is to say that AI tools can’t be helpful to creatives. They can be. But making full use of them requires people to build up new skills. You have to know what prompts will give you the output you want, for instance.

Creatives won’t be the only ones who need to develop AI-based skills either. With AI also playing an increasingly important role in things like audience segmentation, ad placement optimisation, and performance analytics, anyone working in those areas will also have to build up their AI skills.

The ongoing integration of physical and digital worlds

A true metaverse, whereby the virtual and physical worlds integrate seamlessly,  is still being worked on by tech giants, and the integration of AI will take a huge load off the shoulders of human developers.

There are few areas where that integration is more visible and more relevant than in advertising. Whether it’s a point-of-sale activation that requires people to scan a QR code for a discount or a full-blown augmented reality (AR) campaign, advertising is increasingly at the forefront of showing what’s possible when it comes to the unification of the physical and digital worlds.

That doesn’t only mean in-house marketing teams need to break down the silos between different specialties, it also means that even the out-of-home (OOH) agencies responsible for things like billboards will have to up their digital skills. Digital-first agencies, meanwhile, will have to look at how they can broaden their physical advertising capabilities.

In the face of this kind of unification, those with the skill sets needed to bring these two worlds together will be in high demand. With that in mind, advertising professionals on either side of the divide would do well to grow their physical or digital skills.

Adaptability is everything

What the above two trends show is how important adaptability is in advertising. It’s a fast-moving field where things change all the time.

The skills that you have in the industry might not be the ones that keep you growing within it. As such, workers don’t only need to be aware of industry trends but how they might affect them in the future.

Those workers also need to be able to access resources that can help them build up the skills necessary to ride those shifts. It’s something that we’re profoundly aware of at Aleph and is one of the reasons why we launched our Digital Ad Expert platform.

Make no mistake, these shifts won’t be any slower in African markets either. In fact, as the continent continues to experience rapid jumps in connectivity, the continent could leapfrog the rest of the world and set the tone for the future of advertising.

Anyone in the industry or looking to get it into it needs to be ready.

The post What Does the Future of Working in Advertising Look Like?  appeared first on Tech | Business | Economy.

This separation demanded distinct strategies, budgets, departments, and more often than not, personnel.

It’s becoming increasingly clear, however, that businesses taking this approach are missing out and that a more integrated approach is required to hold the attention of today’s customers.

As more and more elements of the digital world are integrated into the physical world, marketing has followed suit. In this new world, the most successful marketers use measurable marketing strategies that combine digital and physical advertising in ways that encourage brand building and conversions.

This kind of strategy also means that customers who see your brand’s physical marketing are also going to engage with your digital output.

As connectivity becomes increasingly affordable and ubiquitous in Nigeria, that overlap will only become more pronounced.

As a result, customers increasingly expect a well-integrated and thorough mix of physical and digital touchpoints.

They already experience it in the retail environment, with online shopping enhancing their brick-and-mortar experiences and vice versa, rather than one being preferable to the other.

But how can brands and marketers best ensure they can deliver the kind of unified experiences customers want and set their businesses up for success, providing a unified and enhanced customer experience?

Integrated campaigns

Marketers must continue to develop a seamless marketing plan, integrating both physical and digital elements.

For example, use traditional advertising methods like billboards or print ads to drive traffic to digital platforms, where customers can engage further with the brand or make online purchases.

Unified brand messaging

Marketers must ensure that they are consistent in their messaging across all channels, online and offline integrated into one comprehensive message. The brand’s values, voice, and image should remain cohesive, reinforcing a unified identity in the minds of consumers.

Cross-channel promotion:

Marketers must implement cross-channel promotions where activities in one channel complement and enhance the experience in another. For instance, using a QR code on a physical brochure or billboard could lead customers to an exclusive online offer, creating a seamless transition between the physical and digital realms.

Data Integration:

Marketers should leverage customer data collected from both physical and digital interactions to gain comprehensive insights into consumer behaviour.

This integrated data can inform more personalized and targeted marketing strategies, enhancing the overall customer journey.

There are undoubtedly more privacy issues when dealing with data, so marketers have to ensure that they are compliant with data security, but the benefits of proper integration and usage of off/online data are immediately impactful.

Technology adoption:

Where possible, marketers should embrace emerging technologies like augmented reality (AR) or near-field communication (NFC) to bridge the gap between physical and digital experiences. Interactive elements in physical spaces can lead customers to engage with digital content, creating a more immersive brand experience.

In bandwidth-challenged areas, this may prove more difficult, but the rewards of the immersive experiences some of these technologies offer are unrivaled.

Omnichannel retail:

Marketers in the retail space need to continually emphasize an omnichannel retail approach, where online and offline stores work in tandem. Provide services like click-and-collect, enabling customers to seamlessly transition between digital product discovery and physical purchase.

User-Generated content:

With the proliferation of social media adoption, marketers must encourage customers to share their experiences with the brand across both physical and digital platforms. User-generated content creates a sense of community and authenticity, fostering a stronger connection between the brand and its audience.

Adaptive marketing strategies:

As in most things business-related, marketers need to stay agile and adapt marketing strategies based on real-time feedback and performance metrics. This iterative approach allows for continuous improvement in delivering a unified and effective marketing mix.

Employee training:

C-levels need to ensure that their marketing professionals are well-versed in integrated marketing. A well-informed team can seamlessly assist customers in navigating both physical and digital touchpoints, enhancing overall satisfaction.

Continuous monitoring and analysis:

Don’t set it and forget it: Marketers must regularly monitor the performance of marketing efforts across all channels. Analyze data to identify successful strategies, areas for improvement, and emerging trends, allowing for ongoing refinement of their approach.

By implementing these strategies, brands can create a more integrated and customer-centric marketing approach, capitalizing on the synergy between physical and digital channels to achieve both brand-building and conversion objectives in a rapidly evolving market.

The post Marketers Need to Master the Unification of the Physical and Digital appeared first on Tech | Business | Economy.

As a newest addition to Aleph’s global marketing team, Charmagne, who is an award-winning Marketing Professional with over a decade worth of experience in Integrated Marketing and Communications across multiple industries, will focus on developing and implementing Marketing Strategy, Campaign development and execution at a global scale.

Her background in Digital Marketing, PR & Communications and Customer Experience are all added advantages in the dynamically changing digital marketing landscape.

Her wealth of experience from industries in Technology, Automotive, Consulting and Advertising with brands like Amazon Web Services, Volvo Cars, Accenture and Ogilvy will support Aleph’s growth and deliver drive impact for both consumers and enterprise customers globally.

Her extensive experience both in Africa and in the European markets enables her to operate with great insight in mature and emerging markets.

Charmagne is the winner of the 2021 Standard Bank Top Women Young Achiever Award and was recognized 2019 as the Woman of Excellence by Women Torque.

“We are delighted to introduce Charmagne Mazhindu as the latest addition to Aleph. We eagerly anticipate her contributions and expertise on a global scale. Attracting top talents like Charmagne is a testament to Aleph’s commitment to making digital advertising accessible in every market worldwide,” said Elyse Estrada, Global Chief Marketing Officer for Aleph.

“I excel in innovative environments and enjoy working with dynamic teams that value collaboration and produce work that demonstrates insight, creativity, and excellence. Aleph aligns perfectly with these criteria, making me thrilled to take on this new and exciting role. I look forward to being a part of an organization that is committed to growing the digital ecosystem in both emerging and developed markets, making digital advertising accessible to all,” said Charmagne Mazhindu, Global MMSO of Aleph.

The post Charmagne Mazhindu joins Aleph as Global Marketing Strategy MMSO appeared first on Tech | Business | Economy.

This partnership will allow Aleph to assume the role of an authorised sales partner for Mdundo, with the primary goal of enhancing and expanding the platform’s advertising reach and engagement in the thriving music markets of Africa.

Mdundo.com has carved a niche for itself as a trailblazing platform that understands the significance of providing music access to every demographic, including individuals with budget-friendly mobile devices and limited internet data usage.

With over 150,000 musicians from all corners of Africa who are actively engaged with the platform, Mdundo is committed to promoting inclusivity in music access, empowering local African musicians to showcase their talents while enabling a broader audience to connect with their preferred artists and music genres.

By joining forces with Aleph, Mdundo aims to further amplify its impact and broaden its horizon, allowing artists to gain more visibility and music lovers to access a diverse range of high-quality content.

Martin Moeller Nielsen, CEO at Mdundo.com, explains;

“Our music service is experiencing explosive growth with millions of users across Nigeria, Tanzania, Ghana and South Africa. This partnership allows our advertising clients in these markets to benefit from our unique mass-market reach and join our portfolio of leading global and African brands utilising our service to increase sales in within our target audience”

Aleph shares Mdundo’s commitment to promoting African creativity and believes that this collaboration aligns seamlessly with its mission to connect brands with engaged audiences.

By harnessing the power of Mdundo’s platform, Aleph through its Aleph Audio offering aims to deliver innovative and impactful advertising solutions that resonate with local audiences while supporting the growth of the music ecosystem in Africa.

“We are thrilled to develop an Aleph Audio offering that empowers advertisers to connect with audiences of diverse backgrounds across their target markets on popular audio streaming platforms,” says Stephen Newton, Aleph’s Managing Director, Africa.

“Mdundo’s dedication to fostering African musical talent is commendable, and we are excited to contribute to their efforts by leveraging our expertise in digital advertising. Together, we aspire to bring music closer to the hearts of people in Africa, while offering brands an avenue to connect meaningfully with their target consumers,” added Newton.

The venture will leverage Aleph’s extensive experience in digital advertising and its deep-rooted understanding of the African market to ensure a seamless integration of Mdundo’s offerings with Africa’s unique advertising landscape.

The post Music Service Coy, Mdundo.com, Selects Aleph as Strategic Sales Partner in Africa appeared first on Tech | Business | Economy.

He will bring a wealth of experience to his new position, having worked at the intersection of media and technology for over two decades.

A key focus for Carl Jordan will be to grow partner representation, including territory footprint and, by extension, revenues.

This includes platform acquisition and representation, country launches, and advertiser and agency engagements.

“I am excited to work for a global company that is serving both developed and emerging countries and understands the link between growing the SSA region’s digital ecosystem and social impact. I’m especially pleased about the opportunity to educate businesses about the efficiency of digital channels, as well as to collaborate with the telcos, to make it more cost effective, for consumers to access the digital economy,” says Carl.

According to PWC’s Insights from the Entertainment & Media outlook report, In key markets such as Nigeria, Ghana, and Kenya, digital advertising still accounts for less than 20% of total media spend, suggesting that the SSA region offers substantial growth potential for the digital economy.

“The development of local / regional businesses, the creation of jobs and delivering social impact, are all made possible by serving communities,” Jordan explains.

Carl Jordan has held a number of leadership and commercial positions, most notably for Yahoo, Google, and Thomson Reuters in the UK, as well as Outbrain and Datafree across SSA.

He has contributed to the growth of Africa’s digital economy and start-up (disrupter) ecosystem over the last three years with Meta, in collaboration with VCs, brands, agencies, and startups.

The post Ad Dynamo by Aleph appoints Carl Jordan Regional Sales Director SSA appeared first on Tech | Business | Economy.