Airtel Africa has launched
Airtel Ads, Africa’s first integrated Demand-Side Platform (DSP) aimed at
empowering advertisers and agencies to efficiently manage, purchase, and
optimize digital ad inventory across multiple ad exchanges in real-time.
Powered by Intent.ai, Airtel
Ads is designed for media agencies and businesses, streamlining the process of
purchasing advertising space. This feature enables advertisers to make informed
ad placement decisions by combining various tools and functionalities within a
single platform and offers a comprehensive solution for digital advertising
management.
The platform will leverage
Airtel Africa’s extensive customer base of more than 150 million customers,
utilizing data from both telecommunications services and mobile wallets. This
approach aims to not only target digitally engaged individuals but also include
those traditionally excluded from the digital realm through its 2G and feature
phone user base. Additionally, through the integrated Airtel Voice Reward Ads,
the platform has the capability to reach consumers on various devices.
Understanding the current
limitations in ad performance for organisations, Airtel Ads aims to seamlessly
merge all ad networks with Airtel Africa’s first party telecommunications data.
It will provide a unified advertising platform with precise audience
segmentation, a dedicated marketing team, data analytics with post-campaign
support in addition to both native language support and access to 260+ bidding
parameters. The platform, powered by AI based brand safety tools, will also
accept payments in local African currencies.
Since its inception, the
platform has achieved a weekly audience reach of 27 billion impressions, 23.5
million in-app daily impressions and over 200 million daily SMS notifications
daily with end-of-SMS tag messaging potential.
Speaking on the launch, Airtel
Africa’s Chief Commercial Officer, Anthony Shiner said: “We are excited to
introduce Airtel Ads in Africa. This innovative platform will support advertisers
and businesses to gain unprecedented control over their marketing campaigns,
leveraging Airtel Africa’s extensive customer base and world class technology.
Airtel Ads is a testament to our leadership in shaping the communications
landscape in Africa ensuring businesses are supported to achieve their
objectives using data first tools to inform their business decisions.”
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