One of Nigeria’s top mobile advertising companies TwinPine Network has just celebrated one year of operations in the country with some exciting stats to show.
The company has said it surpassed its target of achieving 100 million ad impressions monthly, and is now recording 500 million ad impressions monthly.
This is a staggering number, but not a surprise as mobile browsing is “big” in Africa.
Twinpine’s chief executive Elo Umeh said that with over 84 million Web-enabled mobile devices in Africa, there is a major opportunity for brands to engage more effectively with target audiences around the continent.
“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,” Umeh said.
The growth saw more branches opened in African countries including Kenya.
Mobile Web advertising has become competitive with more companies from Africa and beyond, such as InMobi, aggressively setting up shop in the continent.
Twinpine had to differentiate itself from the other players and has had to employ different tactics. For one, the company developed mobile sites for its clients who didn’t have mobile Web presence.
The company targeted to have mobile ads appear where the target audience is before realising that most mobile ads didn’t quite appear to the targeted audience.
“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,” Elo Umeh explained.
The company now hosts over 30 big companies including Nokia, MTN, Pepsi, Autodesk, Guinness and local industry giants like Nigerian Breweries, Interswitch and Enterprise Bank and manages their campaigns throughout the African mobile Web scene.
It has big plans in the coming years, TwinPine Network is now aiming to have 1 billion ad impressions monthly by January next year.