Out There Media and Pulse Africa Announce Strategic Partnership to Boost Mobile Advertising in West Africa
Out There Media (OTM), a global provider of data‑driven mobile advertising solutions, has named Pulse Africa as its official local sales representative in select markets. The collaboration will initially focus on Nigeria and Ghana, with plans to expand to other African regions. By combining OTM’s proprietary Mobucks™ platform with Pulse’s deep market expertise, the partnership aims to deliver premium, privacy‑compliant mobile advertising formats to brands and agencies across the continent.
Why the Partnership Matters
The alliance leverages two complementary strengths:
- Technology: OTM’s Mobucks™ platform enables telecommunications operators to monetize first‑party data through rich mobile ad formats such as RCS (Rich Communication Services), targeted messaging, display, video, audio and notifications.
- Local reach: Pulse Africa operates media brands that reach more than 60 million monthly users in Nigeria, Ghana, Kenya and beyond, supported by a team of over 100 media professionals specializing in sales, ad operations, account management and creative strategy.
Together, the companies intend to create a scalable ecosystem that connects advertisers with nearly 300 million mobile subscribers served by partner telcos in South Africa, Nigeria, Ghana, Zambia, Cameroon and other markets.
Technology and Data Foundations
At the core of the offering is Mobucks™, an award‑winning technology that transforms carrier‑grade data into actionable advertising insights. The platform supports:
- RCS and rich messaging experiences that go beyond traditional SMS.
- Targeted ad delivery based on privacy‑compliant first‑party telco data.
- Formats including display banners, video, audio and push notifications.
- Measurement and optimization tools that provide advertisers with clear performance metrics.
Out There Media has already deployed Mobucks™ with major operators such as MTN Group, Vodafone, O2 Telefónica, BT, Orange, Deutsche Telekom and Starhub, giving advertisers access to a combined subscriber base approaching 300 million.
Executive Perspectives
Stephen Onaivi, Managing Director of mediaReach OMD Nigeria, highlighted the value of the partnership for agencies:
“As one of the agencies responsible for introducing our clients’ brands to Nigerian consumers on a daily basis, we welcome partnerships that truly expand what is possible. Leveraging Out There Media’s first‑party telecommunications data and Mobucks™ platform will give us more innovative ways to engage audiences at scale – and the kind of measurable, data‑driven results our customers increasingly expect.”
Katharina Link, CEO of Pulse Africa, emphasized the strategic fit:
“Joining forces with Out There Media significantly expands the solutions we can offer brands across Africa. By combining OTM’s proprietary technology, global partnerships and award‑winning expertise with Pulse’s local market knowledge, creativity and execution capabilities, we are adding a whole new level of technology‑enabled advertising solutions to our portfolio while opening up exciting opportunities for future collaborative innovation.”
Kerstin Trikalitis, CEO and co‑founder of Out There Media, added:
“By combining Pulse’s exceptional local commercial strength with Out There Media’s proprietary Mobucks™ technology, data monetization expertise and long‑standing relationships with the world’s leading brands and agency groups, we enable advertisers to reach African consumers with unprecedented scale, precision and impact.”
Ibrahim Misto, Chief Digital Officer of MTN Ghana, noted the broader implications for telcos:
“This collaboration strengthens MTN’s leadership in digital innovation and data monetization across Africa. By combining our scale and deep customer insights with Out There Media’s technology expertise and Pulse’s strong market presence, we are creating a powerful ecosystem that will transform the way brands engage consumers in Ghana and beyond.”
Market Opportunities and Roadmap
The partnership includes a commercial roadmap targeting high‑growth sectors such as retail, FMCG, e‑commerce, fintech and gaming. Initial rollout will focus on:
- Nigeria – leveraging Pulse’s strong presence in Lagos, Abuja and other major cities.
- Ghana – building on MTN Ghana’s subscriber base and Pulse’s Accra‑based team.
- Future expansion into Kenya, Uganda, Senegal and Côte d’Ivoire, where Pulse already operates media brands.
By introducing specialist distribution practices in these verticals, the alliance aims to help brands deliver culturally relevant, mobile‑first campaigns that drive engagement and conversion.
About Out There Media
Out There Media (OTM) is a global leader in data‑driven mobile advertising for telecommunications companies. Its proprietary Mobucks™ platform harnesses first‑party carrier data to create interactive, mobile‑first experiences that boost engagement, conversion and brand loyalty. OTM has been at the forefront of the Rich Communication Services (RCS) revolution and works with Fortune 500 brands such as Unilever, Disney, Budweiser, Netflix and McDonald’s, as well as major operators including Vodafone, O2 Telefónica, BT, Orange, T‑Mobile, Starhub and MTN Group. More information is available at www.out-there-media.com.
About Pulse Africa
Pulse Africa is one of Africa’s leading media and culture companies, reaching more than 60 million monthly users through brands such as Pulse and Business Insider Africa. The company connects audiences, creators and brands at the intersection of content, culture and commerce, operating in key markets including Nigeria, Ghana and Kenya, with extensions into Uganda, Senegal and Côte d’Ivoire. Pulse Africa is part of Ringier, a European media and technology group with a history spanning over 190 years. Further details can be found at www.pulse.africa and www.ringier.ch.
Looking Ahead
Beyond commercial goals, both Out There Media and Pulse Africa intend to explore joint initiatives that support entrepreneurship, innovation and youth employment across Africa. By leveraging their combined reach, technology and local expertise, the partners aim to create meaningful economic opportunities while delivering measurable advertising results for brands.
This collaboration marks a significant step toward a more integrated, data‑rich mobile advertising landscape in West Africa, setting a foundation for broader continental growth in the years to come.
