This year’s Mobile World Congress (MWC) in Barcelona has brought with it a lot of firsts. But one that is drawing particular interest is the launch of the first truly African mobile ad platform.
Terragon Group, an innovative African company and the largest indigenous digital media company on the continent, is in Barcelona to unveil a new data monetization and advertising platform.
It’s a first for mobile in developing markets.
“The data and advertising technology, called the ‘Adrenaline’, allows for advertisers to buy inventory and access to reach mobile users on organically generated channels which sit on non-internet based platforms on mobile devices,” according to SpyGhana. “These channels include USSD based balance enquiry, Call-Me-Back messages, End of Call Notification, among others.”
Terragon Group CEO Elo Umeh says the planned unveiling of ‘Adrenaline’ is indicative of the strides the company has been making since its formation.
“The Mobile World Congress event affords us the opportunity to be able to show that innovation can come out of Africa,” explained Umeh. “We continually seek to use global events to showcase our local innovation, with both elements reinforcing each other to maintain market leadership in the digital media industry. This is what we believe at Terragon Group. Our passion for innovation allows us take intuitive steps towards a digital Africa.”
Terragon Group — a member of both the Mobile Marketing Association (MMA) and Mobile Entertainment Forum (MEF) — operates out of Nigeria and four other markets including Kenya, Ghana, South Africa, and India, and has the capability to conduct business across the continent.