African start-up’s tailored approach to mobile advertising drives conversion rates of up to 77%
Lagos, Nigeria – 1 August 2012: Mobile advertising network, Twinpine today celebrates the end of its first commercial year and has marked the occasion by announcing some company highlights for the past 12 months. At launch, the company set a target of reaching 100 million monthly impressions within a year. It has far surpassed this, now handling over 500 million and anticipates that number will reach 1 billion by January 2013.
Based in Nigeria, one of the countries leading Africa’s mobile boom, Twinpine’s founders witnessed first-hand the emergence of mobile advertising in Africa and quickly identified that the scattergun or ‘blind’ approach to mobile advertising taken by the majority of African mobile ad networks was failing to deliver real value for brands and mobile subscribers alike. As a result Twinpine built itself around delivering a premium approach to advertising, creating customised mobile ad campaigns to help brands and publishers reach the right audience and deliver higher conversion rates.
Twinpine’s fresh approach to mobile advertising in Africa has resulted in it developing an impressive portfolio of more than 30 leading ad agency partners, plus international brand customers such as Nokia, MTN, Pepsi, Autodesk, Guinness and local industry giants like Nigerian Breweries, Interswitch and Enterprise Bank, helping them to achieve their marketing goals with impressive results to show for it.
In acknowledgement of this success, the company was awarded a grant of $60,000 from the Youth Enterprise with Innovation in Nigeria which supports entrepreneurial youth in Nigeria, encouraging them to develop and execute business ideas that lead to job creation.
“With over 84 million web-enabled mobile devices in Africa, there’s a major opportunity for brands to engage more effectively with target audiences around the continent. However, what we saw initially were campaigns failing to reach the right audience because there was no strategy to the development and placement of the ads. They could appear on any site which may, or may not, match the target audience,” said Elo Umeh, CEO at Twinpine. “Our successes in our first year of operation are testament to our bespoke approach to mobile ad campaigns – delivering true ROI to brands and publishers and enabling them to increase conversion rates and, ultimately, make the most of mobile.”
In addition to developing its own business in the last 12 months, Twinpine has been committed to growing the local mobile ecosystem, which saw the mobile ad network kick-start the mobile presence of local leading premium publishers by supporting them with the development of their own mobile sites, for free.
“The African mobile market is on the cusp of a period of unprecedented growth, beyond anything we’ve seen so far. In Nigeria alone, more than 50% of the population is under 20 years old, which means that shortly more than half the country’s population will be in the most desirable target audience segment for brands around the world,” adds Umeh. “As a result, we have no doubt that there will be an explosion in premium advertising, driven by this new tech savvy youth market. We aim to be at the forefront of this and our goal in the next 12 months is to ready the local market for this period of rapid growth through education of brands, publishers and mobile subscribers alike, to ensure the whole ecosystem is able to make the most of mobile.”