Firms Partner to Strengthen Africa’s Digital Ecosystem

Out There Media and Pulse have announced a strategic partnership aimed at strengthening the digital advertising ecosystem in Ghana and Nigeria, with ambitions to become a dominant force across Africa. This collaboration merges Out There Media's proprietary Mobucks technology, which integrates with leading telcos globally, with Pulse's robust on-the-ground execution capabilities.

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Leveraging Out There Media’s first-party telco data and Mobucks platform will give us more innovative opportunities to target audiences at scale and the kind of measurable, data-driven outcomes our clients increasingly expect.

Following the announcement, Pulse will serve as Out There Media's official local commercial representative. Together, they plan to establish a leading digital advertising presence in key global markets, beginning with West Africa. Stephen Onaivi, Managing Director of mediaReach OMD Nigeria, highlighted the partnership's potential to expand possibilities for clients. He noted that leveraging Out There Media's first-party telco data and Mobucks platform will provide innovative audience targeting at scale and deliver the measurable, data-driven results clients increasingly demand.

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By combining the company scale and rich customer insights with Out There Media’s technology expertise and Pulse’s strong market presence, they are creating a powerful ecosystem that will transform how brands engage consumers in Ghana and beyond.

MTN Ghana's Chief Digital Officer, Ibrahim Misto, stated that the collaboration reinforces MTN's digital innovation and data monetization leadership in Africa. By combining MTN's scale and customer insights with Out There Media's technological expertise and Pulse's market presence, they are building a powerful ecosystem to transform brand engagement with consumers in Ghana and beyond. The partnership includes a commercial roadmap focused on specialized sales practices for high-growth sectors like Retail, FMCG, E-commerce, Fintech, and Gaming.

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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 while opening up exciting opportunities for future innovation together.

Katharina Link, CEO of Pulse Africa, expressed that joining forces with Out There Media significantly broadens the solutions offered to brands across Africa. She emphasized that the combination of OTM's technology, global partnerships, and expertise with Pulse's local knowledge and execution capabilities adds a new layer of technology-enabled advertising solutions to their portfolio. Kerstin Trikalitis, CEO and Co-Founder of Out There Media, added that the partnership with Pulse, known for its strong market execution, is exciting. She believes that by integrating Pulse's commercial strength with Out There Media's Mobucks technology, data monetization expertise, and established relationships, they can enable advertisers to reach African consumers with unprecedented scale, precision, and impact.

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By bringing together Pulse’s exceptional local commercial strength with Out There Media’s proprietary technology Mobucks, data monetization 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”.