BrandArena: Terragon Group to unveil first African-focused Mobile Advertising Technology at MWC 2015

Thursday 26 February 2015

Terragon Group to unveil first African-focused Mobile Advertising Technology at MWC 2015

The GSMA Mobile World Congress (MWC) has been pointed out as being one of the most important annual global events for the mobile industry, covering all verticals in the mobile ecosystem. At this year’s event, Terragon Group, Africa’s innovative and largest digital media company, is set to unveil its dynamic data monetization and advertising platform; a first for mobile in developing markets.

The data and advertising technology, called the ‘Adrenaline’, allows for advertisers to buy inventory and access to reach mobile users on organically generated channels which sit on non-internet based platforms on mobile devices. These channels include USSD based balance enquiry, Call-Me-Back messages, End of Call Notification, among others.
Terragon Group CEO Elo Umeh
This unveiling follows the company’s move in 2014, where it debut at the international event, launching its proprietary Mobile Advertising Server with new Advert formats built for the African market, for the company’s Mobile advertising arm of its business, Twinpine Limited.

Speaking on this development, Chief Executive Officer, Terragon Group, Elo Umeh, said that the planned unveiling of ‘Adrenaline’ was a reaffirmation of the giant strides the company has been making since its existence: “The Mobile World Congress event affords us the opportunity to be able to show that innovation can come out of Africa. We continually seek to use global events to showcase our local innovation, with both elements reinforcing each other to maintain market leadership in the digital media industry. This is what we believe at Terragon Group. Our passion for innovation allows us take intuitive steps towards a digital Africa.”

Umeh further stated, “Our ‘Adrenaline’ technology is a first of its kind around the world. This is because no other platform gives advertisers access to a wide range of African premium publishers and channels as we do. Our channels generate a lot of traffic daily and constitute the primary medium where a pre-dominant number of African mobile users access daily, considering that they are mostly prepaid subscribers.”

Giving more details on the planned unveil, Ayodeji Balogun, Chief Technology Officer, Terragon Group, gave more insights into the technology and the thinking behind it: “We identified that more innovation can be fostered through integration of available non-internet based mediums which we tied to the advert network of one of our businesses, Twinpine Limited. As a Group, our independent yet convergent businesses, offer local account management teams in key markets to help with productization and delivery of custom offerings over an extended service bouquet. We combine and integrate the inventory into our ‘Adrenaline’ platform. Such a technology platform has never had one tailored to African inventory and built by Africans.”

The GSMA Mobile World Congress (MWC) 2015 comes up in Barcelona, Spain, from the 2nd to 5th of March. MWC is an annual event combining the world’s largest exhibition and conference for the mobile industry, featuring prominent executives representing mobile operators, device manufacturers, and technology providers, among others. The event for 2014 recorded an attendance of more than 85,000 professionals representing 200 countries from across the globe.

Terragon Group boasts of being a truly African firm, operating out of Nigeria and four other markets including Kenya, Ghana, South Africa and India, and with the capacity to do business across the continent. The group houses three independent, yet convergent businesses – Terragon Limited (TL), Twinpine Limited and Terragon Media Limited (TML) – all of which focus on different aspects of the digital media sphere. Terragon Group is a member of the Mobile Marketing Association (MMA) and Mobile Entertainment Forum (MEF).

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