Nigeria and Ghana drive economic growth across West Africa. Their digital ecosystems are crucial to development in the region.
Two companies have joined forces to reshape advertising on the continent. Out There Media and Pulse announced a strategic partnership this week.
The deal combines Out There Media's Mobucks™ technology with Pulse's on-the-ground strength. Mobucks™ integrates with major telecommunications networks worldwide.
Pulse will serve as Out There Media's official commercial representative in select markets. West Africa—specifically Nigeria and Ghana—forms the initial focus.
Stephen Onaivi leads mediaReach OMD Nigeria as managing director. He sees this collaboration opening new possibilities for client campaigns.
"Leveraging Out There Media's first-party telco data and Mobucks™ platform will give us more innovative opportunities to target audiences at scale," Onaivi told reporters. He noted clients increasingly demand measurable, data-driven results.
Ibrahim Misto, MTN Ghana's chief digital officer, praised the partnership. According to him, it reinforces MTN's position in digital innovation across Africa.
Misto explained how the alliance works strategically. "By combining the company's scale and rich customer insights with Out There Media's technology expertise and Pulse's strong market presence, they are creating a powerful ecosystem," he noted.
The partnership targets high-growth sectors through dedicated sales teams. Retail, FMCG, e-commerce, fintech, and gaming top the list.
Katharina Link heads Pulse Africa as CEO. She described the union as a significant expansion of brand solutions across the continent.
"By combining OTM's proprietary technology, global partnerships and award-winning expertise with Pulse's local market knowledge, creativity and execution capabilities, we're adding an entirely new layer of technology-enabled advertising solutions to our portfolio," Link said. She added it opens doors for future innovation.
Kerstin Trikalitis founded and leads Out There Media. She expressed enthusiasm about working with Pulse's market execution capabilities.
According to Trikalitis, the partnership enables unprecedented reach for advertisers. "By bringing together Pulse's exceptional local commercial strength with Out There Media's proprietary technology Mobucks™, data monetisation expertise, and long-standing relationships with the world's leading brands and agency groups, we are enabling advertisers to reach African consumers with unprecedented scale, precision, and impact," she stated.
Mobucks™ stands as the leading telco-centric mobile advertising platform on the continent. It works with tier-1 networks like MTN Group.
Both companies believe this collaboration strengthens Africa's broader digital landscape. The partnership positions them to capture growth opportunities ahead.
