BrandArena: Airtel Africa appoints RAMP

Thursday 27 February 2014

Airtel Africa appoints RAMP

RAMP (Real African Media Partners) has been appointed as Airtel Africa's mobile advertising partner to serve mobile adverts to the operator's customers in 17 countries across Africa.

"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," says André Beyers, Airtel Africa's chief marketing officer.

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.

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