Brands should leverage telco-driven mobile advertising

Mobile is fast growing across Africa, with a staggering 614 million people in the region predicted to be mobile subscribers by 2025. Not only is mobile technology already one of the largest digital platforms in Africa, but it’s clear that this is a sector that will experience continuous and rapid growth, used by almost anyone and everyone, regardless of gender, age or socio-economic background. With that comes new opportunities, especially where advertising is concerned.

For brands, advertising remains the number one way to reach their customers. But doing so is increasingly challenging, especially when everyone is vying for consumers’ attention. Even traditional advertising giants like Google and Facebook are showing their flaws when it comes to engagement and click-through rates. So, with Africa being a mobile-first continent, how can brands leverage the power of mobile to better engage with their audiences?

A key part of brands’ strategy when it comes to consumer engagement is understanding their customer. While many brands have adopted a ‘one size fits all approach in years gone by, increasingly, consumers want to receive adverts that are relevant and personal to them. However, knowing customers on a case-by-case basis is simply impossible, so brands need an alternative.

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