Mobile advertising in AME ‘a key service’

Africa_and_the_Middle_East_will_be_a_major_focal_point_of_mobile_advertising_during_the_next_five_yearsAfrica and the Middle East will be a major focal point of mobile advertising during the next five years, according to a new report

Operators who create one of four strategies are best positioned to fully take advantage of this ecosystem, the report from Pyramid Research says. ‘Mobile Advertising in AME to Become a Key Value-Added Service for Operators’ explores the reasons why mobile advertising in Africa and the Middle East is an increasingly attractive proposition for operators.

The report sets out the present location of AME mobile network operators (MNOs) in the mAdvertising value chain and charts possible strategies that they can leverage on the path to mobile data monetisation through mobile advertising. It then provides best practices and tips MNOs should remain aware of as they become more active in the mAdvertising ecosystem. The report concludes with three experiences of mobile advertising ventures in AME, highlighting case studies from South Africa, Jordan and Nigeria.

“The demographics and market composition in AME are a fertile breeding ground for mobile advertising through 2016,” said Ronda Zelezny-Green, Associate Research Analyst at Pyramid Research. She added that while most operators may not presently need to develop in-house mobile advertising operations, they should pursue ways to strengthen their current position to move away from being “dumb pipes” carrying advertisements for the benefit of everyone else in the value chain. Regardless of their path to participation, the strategy for mobile advertising rollouts must be innovative, localised, coherent and respect customers’ mobile spaces. “Depending on an operator’s circumstances, a combination of strategies could be useful,” she notes.

An excerpt of the report can be downloaded here:

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