Out There Media (OTM), a global leader in mobile advertising technology and telco data monetisation, and Pulse Africa, a leading media and culture company, have announced a strategic partnership to create a dominant digital advertising force across Africa. The partnership will initially focus on West Africa, specifically Nigeria and Ghana, with Pulse acting as OTM's official local commercial representative.
Combining Technology and Local Expertise
The partnership merges OTM's proprietary Mobucks™ platform—the leading telco-centric mobile advertising platform—with Pulse's on-the-ground execution engine. Mobucks™ works with tier-1 telcos such as MTN Group, Vodafone, O2 Telefónica, BT, Orange, Deutsche Telekom, and Starhub, giving advertisers access to nearly 300 million subscribers across South Africa, Nigeria, Ghana, Zambia, Cameroon, and more.
OTM also brings strong relationships with Fortune 500 companies, including Unilever, Coca-Cola, Netflix, Pepsi, L'Oréal, and Nestlé, as well as deep partnerships with global agency networks like WPP, Omnicom Media, Publicis Groupe, and Dentsu. Pulse contributes a local team of over 100 media professionals across sales, ad operations, account management, and creative strategy.
Premium Mobile Ad Formats Powered by Telco Data
Through this partnership, brands and agency partners can use Mobucks™ to run premium mobile ad formats—including RCS (Rich Communication Services), targeted messaging, display, video, audio, and notifications—powered by targeted, privacy-compliant, first-party telco data.
“As one of the agencies responsible for putting clients' brands in front of Nigerian consumers every day, we welcome partnerships that genuinely expand what's possible,” said Stephen Onaivi, Managing Director of mediaReach OMD Nigeria. “Leveraging Out There Media's first-party telco data and Mobucks™ platform will give us more innovative opportunities to target audiences at scale—and the kind of measurable, data-driven outcomes our clients increasingly expect.”
Industry Leaders Endorse the Collaboration
Ibrahim Misto, Chief Digital Officer of MTN Ghana, commented: “This collaboration reinforces MTN’s leadership in digital innovation and data monetisation across Africa. By combining our scale and rich customer insights with Out There Media's technology expertise and Pulse's strong market presence, we are creating a powerful ecosystem that will transform how brands engage consumers in Ghana and beyond.”
The partnership features a commercial roadmap launching specialised sales practices across high-growth sectors such as Retail, FMCG, E-commerce, Fintech, and Gaming.
Expanding Capabilities and Social Impact
“Joining forces with Out There Media significantly expands the solutions we can bring to brands across Africa,” said Katharina Link, CEO of Pulse Africa. “By combining OTM's proprietary technology, global partnerships and award-winning expertise with Pulse's local market knowledge, creativity and execution capabilities, we're adding an entirely new layer of technology-enabled advertising solutions to our portfolio while opening up exciting opportunities for future innovation together.”
Kerstin Trikalitis, CEO and Co-Founder of Out There Media, added: “We are excited about our partnership with Pulse, a company that combines strong market execution with a clear path to transform how brands engage consumers across Africa. By bringing together Pulse’s exceptional local commercial strength with Out There Media’s proprietary technology Mobucks™, data monetisation expertise, and long-standing relationships with the world’s leading brands and agency groups, we are enabling advertisers to reach African consumers with unprecedented scale, precision, and impact.”
Beyond commercial objectives, both companies intend to explore opportunities to support entrepreneurship, innovation, and youth employment initiatives across the continent, leveraging their combined reach and capabilities to create meaningful economic opportunities.
