Integrat joint venture, RAMP, appointed as mobile advertising pa
Integrat joint venture, RAMP, appointed as mobile advertising pa
Real African Media Partners, or RAMP, a joint venture including Convergence Partners’ investee company, Integrat, was appointed by Airtel Africa as its mobile advertising partner to serve mobile adverts to its costumers in 17 countries across Africa. Airtel Africa’s chief marketing officer, André Beyers, says Airtel currently has more than 68 million subscribers, generating over 80 billion ad impressions a year.
“The new mobile advertising proposition will open up mobile advertising to local, Pan-African and global brands and advertisers, giving them the opportunity to reach and engage consumers in several of the continent’s best performing economies,” he says.
Raymond Buckle, RAMP joint CEO, says RAMP is a newly formed joint venture of established African companies, which includes SilverstoneCIS, Integrat and Airvantage. RAMP, together with local partners in the 17 markets, offers Airtel the sales, operations and technology capability for a turnkey mobile media business.
“The agreement has recently been finalised and roll out is taking place in a phased approach beginning with Nigeria and Kenya, followed by Ghana, Tanzania, Zambia and Uganda during the first half of 2014. The Airtel/RAMP mobile advertising proposition is ground breaking in its ability to deliver on the promise of integrated mobile advertising campaigns across the continent.”
Michael Laws, RAMP joint CEO, says RAMP’s solution will offer mobile advertising inventory from text tags on please call me messages and service notifications, to voice and mobile internet advertising opportunities, along with a permission-based marketing platform to interest based communities.
“We’ve consolidated a team of mobile media and advertising specialists who have successfully launched and operated mobile media propositions across various African markets and several major brands will be launching with RAMP in 2014,” he says.