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By Chinenye Anuforo
Out There Media (OTM) and Pulse have entered into a strategic partnership aimed at strengthening Africa’s digital ecosystem by expanding technology-driven advertising solutions across key markets, beginning with Nigeria and Ghana.
The collaboration will combine Out There Media’s proprietary mobile advertising platform, Mobucks™, which is integrated with leading telecommunications operators worldwide, with Pulse’s extensive local market presence and execution capabilities to deliver data-driven digital advertising solutions for brands.
Under the agreement, Pulse will serve as Out There Media’s official local commercial representative, with both companies jointly building a stronger digital advertising footprint across selected African markets.
Speaking on the partnership, Managing Director of mediaReach OMD Nigeria, Stephen Onaivi, said the collaboration would significantly broaden advertising opportunities for brands seeking to engage Nigerian consumers more effectively.
“As one of the agencies responsible for connecting clients’ brands with Nigerian consumers every day, this partnership genuinely expands what is possible. Leveraging Out There Media’s first-party telco data and Mobucks™ platform will provide more innovative opportunities to target audiences at scale and deliver the measurable, data-driven results clients increasingly expect,” he said.
Chief Digital Officer of MTN Ghana, Ibrahim Misto, described the partnership as a major step in advancing digital innovation and data monetisation across the continent.
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He said the collaboration combines MTN’s scale and customer insights with Out There Media’s technology expertise and Pulse’s market strength to create a powerful ecosystem that will transform how brands engage consumers in Ghana and other African markets.
According to the partners, the commercial roadmap includes dedicated sales teams targeting high-growth sectors such as retail, fast-moving consumer goods (FMCG), e-commerce, fintech and gaming.
Chief Executive Officer of Pulse Africa, Katharina Link, said the alliance significantly expands the range of solutions available to advertisers.
“By combining Out There Media’s proprietary technology, global partnerships and award-winning expertise with Pulse’s local market knowledge, creativity and execution capabilities, we are introducing a new generation of technology-enabled advertising solutions while creating exciting opportunities for future innovation,” she said.
Also commenting, Chief Executive Officer and Co-founder of Out There Media, Kerstin Trikalitis, said the partnership would enable advertisers to reach African consumers with greater precision and scale.
“By bringing together Pulse’s exceptional local commercial strength with Out There Media’s proprietary Mobucks™ technology, data monetisation expertise and long-standing relationships with leading global brands and agency groups, we are creating unprecedented opportunities for brands across Africa,” she said.
The partnership will leverage Mobucks™, a telco-centric mobile advertising platform that provides access to nearly 300 million subscribers through partnerships with leading telecommunications operators, including MTN Group, Vodafone, O2 Telefónica, BT, Orange, Deutsche Telekom and StarHub, across Nigeria, Ghana, South Africa, Zambia, Cameroon and other markets.
Out There Media also brings established relationships with several Fortune 500 companies, including Unilever, Coca-Cola, Netflix, Pepsi, L’Oréal and Nestlé, as well as major global agency networks such as WPP, Omnicom Media, Publicis Groupe and Dentsu.
Pulse, on its part, contributes a team of more than 100 media professionals across sales, creative strategy, account management and advertising operations. Through the partnership, brands will have access to premium mobile advertising formats, including Rich Communication Services (RCS), targeted messaging, display, video, audio and notification advertising powered by privacy-compliant first-party telecommunications data.
Beyond commercial objectives, both organisations said they would explore initiatives that promote entrepreneurship, innovation and youth employment, leveraging their combined capabilities to create broader economic opportunities across Africa.
