TheCable

Airtel Africa has launched Airtel Ads, the first-ever integrated Demand-Side Platform (DSP) in Africa. The purpose of this new product, according to Airtel, is to empower advertisers and agencies by providing them with precision tools to efficiently manage, purchase, and optimize digital ad inventory across multiple ad exchanges in real-time.

This seamless integration offers a unified advertising platform that includes precise audience segmentation, a dedicated marketing team, data analytics, and post-campaign support. By analyzing user behavior, preferences, and demographics, advertisers can now create personalized messages that resonate with their audience on a deeper level.

Airtel Ads also provides native language support and access to over 260 bidding parameters.

Through a collaboration with Intent.ai, the GDPR-compliant advertising and ad monetization company, Airtel Ads is set to bring a refreshing change to the media planning and buying landscape and remarkably advance marketing and sales.

At the unveiling event of Airtel Ads in Lagos on February 22, 2024, leaders from both Airtel and Intent.ai touted the unprecedented benefits of Airtel Ads, including the capacity to connect to new audiences such as feature phone users, who are previously unreachable by digital advertising.

An additional feature of Airtel Ads is Airtel Voice Reward Ads, which allows advertisers to offer phone users the opportunity to make free calls by listening to voice adverts.

This update acknowledges the limitations of current ad platforms and presents an upgrade which unlocks all ad networks with Airtel Africa’s first-party telecommunications data.

To top it all off, the platform accepts payments in local African currencies, making it easily accessible and convenient for businesses across the continent.

Meanwhile, Chief Commercial Officer, Airtel Africa, Anthony Shiner, has highlighted the capacity of Airtel Ads to provide advertisers and businesses with unparalleled control over their marketing strategies.

Anthony Shiner, Chief Commercial Officer, Airtel Africa

“It is no doubt that Airtel Ads is the future of advertising in Africa. It is a platform that is designed to empower businesses and provide them with the tools they need to succeed in today’s competitive market. With Airtel Ads, businesses can now reach their target audience with ease and precision, and ultimately achieve their marketing goals,” he said.

In a recent report by the Nigerian Communications Commission (NCC), Airtel Nigeria as of December 2023 had 61,834,105 subscribers. These users, including tech-savvy subscribers and consumers in media-dark regions, will now be accessible but in a way that completely protects personal data from advertisers. The user information accessible to advertisers, according to Airtel and Intent AI will not reveal names and personal details of subscribers, which means it is, anonymized.

The Director, Marketing, Airtel Nigeria, Ismail Adeshina, emphasizes that Airtel Ads offers hyper focused audience targeting, using Airtel’s extensive and anonymized customer database, factoring in consumer behavior. “Airtel Africa’s creative approach is to revitalize the advertising industry by providing a comprehensive and inclusive platform for organizations to effectively reach their target audience,” he says.

Ismail Adeshina, Director, Marketing, Airtel Nigeria

Meanwhile, Intent AI Cofounder, Alexandr Yesayan, has expressed the importance of a platform that can offer more value and reach a wider audience. He explained that Airtel Ads is the right solution at the right time. He also noted that Intent.AI ensures that advertising messages are reviewed by a human team to ensure that all ads meet regulatory standards.

Also, Head of Brands, Airtel Africa, Nandu Buty, has provided a further breakdown of the audio ads advantage of Airtel Ads. He says, “When a user runs out of airtime while making a phone call, advertisers can now offer that user the opportunity to continue that call by just listening to an ad. Will he take that opportunity? Yes, he will.”

Nandu Buty, Head of Brands, Airtel Africa

Furthermore, Airtel Ads offers unparalleled efficiency in reaching desired audiences. With its vast network and reach, advertisers can ensure their message reaches millions of potential customers, maximizing their return on investment.

This level of efficiency not only saves businesses valuable time and resources but also allows them to make informed decisions based on real-time data. In a continent as diverse and dynamic as Africa, Airtel Ads recognizes the importance of localized advertising.

With its deep understanding of the African market, this game-changing platform enables businesses to tailor their campaigns to specific regions, languages, and cultural nuances.

This localized approach ensures that messages resonate with the target audience, fostering stronger connections and driving higher engagement. Airtel Ads is not just an ad buying platform; it is a catalyst for change in Africa’s advertising industry.