Andile Smith recently shared his view on mobile advertising in Africa through Buzzfeed South Africa.
The massive increase in the ownership of smartphones in Africa has forced many tech giants to think about how to effectively utilize these big numbers. Most of the social media platforms and mobile apps serve as a platform for potential advertisers to reach their audience; mostly without causing direct financial implications to the users.
The latest move has been made by the communication platform, Truecaller. Recently, Truecaller made some announcement regarding their plans to roll out their ads platform in this fast-developing continent which has experienced a tremendous growth especially in the area of mobile phone technology. The move that was made by Truecaller shows that when it comes to mobile and digital marketing in general, the numbers are the ones that speak.
It all started with the widespread access to the internet in Africa which is still far below other continents but opening up new doors of opportunity. Most brands are now able to reach millions of customers who can access the internet. Going by the latest developments, different brands in Africa will be able to reach to more than 40 million Truecaller users in Africa. Analysts view this as a smart move made by the company in the bid to monetize the app.
In 2016, Truecaller rolled out contextual advertising where brands were able to promote themselves on the app through Call Intent Targeting (CIT). Under this method, brands can engage users through custom messaging right at the moment when they are using the app to search phone numbers. The ads can also appear in the form of notifications after the user has received a phone call. This means there is a likelihood of an app user to see the message that the company is conveying through the app. Truecaller has made it possible for various businesses to engage users further by customizing their ads to reflect the brand image.
So far, their ads platform has been a success story in other countries such as India where the company has worked hand in hand with Google’s Sales Team to expand its business. Some of the countries in Africa that the company is targeting to roll out its ad platform include Egypt, Nigeria, Kenya, South Africa, Morocco, and Ghana. According to the figures, Nigeria has more than 5 million impressions per day while Egypt has more than 15 million. The volume of impressions is also expected to go up in the coming years because the number of smartphone users is also anticipated to rise.
The company’s chief commercial officer attributes the move to the high number of consumers who spend more hours on a mobile phone than on any other electronic device. He says that the company is optimistic of experiencing immense success in Africa and brands will find a better way to promote their awareness. Right now, it is the matter of waiting to see how the numbers will behave with these new changes and how other popular apps adapt.