MTN’s Digital Services, the advertising arm of Africa’s largest mobile operator, has appointed Aleph Group, as their sales partner for their go-to-market MTN Ads solution.
This strategic partnership will enable advertisers to leverage MTN’s vast first party data to enable precise audience targeting, while tapping into core telco channels like SMS and platforms like Ayoba, an all-in-one super app developed by the MTN Group.
“It’s a unique proposition in the market; one that incorporates our device-agnostic, data-free and rewards solutions. This combination enables businesses to drive immediate engagement regardless of content or user journey, with measurable attribution,” said Jason Probert, General Manager: Digital Services at MTN South Africa.
With access to MTN’s extensive user base of over 38 million subscribers in South Africa, these advertising solutions provide an excellent opportunity to reach a vast audience across all demographics and device types.
“We are thrilled to pioneer the MTN Ads solution and continue to contribute to the growth of South Africa’s digital advertising ecosystem,” said Stephen A. Newton, Managing Director of Sub-Saharan Africa at Aleph Group.
“MTN’s vast network and rich data insights, combined with Aleph’s expertise in digital advertising, will empower businesses to connect with their target audiences in a more meaningful and effective way, helping to accelerate the transfer from offline to online GDP.”
As an official sales partner, Aleph Group will provide a team of experts to collaborate with brands and advertising agencies to develop and execute advertising solutions across MTN’s various platforms, including SMS, Rich Business Messaging (RBM), mobile display, and in-app advertising.
“In today’s challenging economic climate, businesses are seeking a greater return on advertising spend (ROAS). We believe this partnership will enable businesses to unlock the full potential of digital advertising in South Africa,” added Newton.
South Africa’s ad spend is projected to reach R40.95 billion by the end of the year, with digital advertising driving much of this growth because of increased urbanisation and mobile network expansion. Furthermore, internet advertising is anticipated to reach R32.77 billion by 2027.
38% of South African respondents to a recent Aleph survey claimed that they learn about new products via ads that play before online videos they’re watching, highlighting the importance of digital and internet advertising. By 2029, nearly half of total spending will come from digital channels, with mobile advertising accounting for 74% of digital ad spending by 2028.
This partnership allows MTN and Aleph to capitalise on this shift, empowering brands to reach audiences through impactful, data-driven campaigns. Leveraging telco unique solutions, including zero rating for users and device agnostic solutions, advertisers can now reach all audiences across the digital funnel journey.