Terragon Group unveils Africa-focused mobile advertising technology

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Pan-African digital media business Terragon Group unveiled its ‘Adrenaline’ data monetisation and mobile advertising platform at the Mobile World Congress (MWC) event in Barcelona, Spain last week, claiming it was a first for mobile in developing markets.

Terragon Group, which was founded in Nigeria but also operates in Ghana, South Africa and Kenya, said Adrenaline allows 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 and End of Call Notification.

Chief executive officer (CEO) Elo Umeh said the unveiling of Adrenaline was a reaffirmation of the strides the company has been making.

“The Mobile World Congress event affords us the opportunity to be able to show that innovation can come out of Africa,” he said.

“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 said Adrenaline was a first of its kind globally, as no other platform gives advertisers access to such a wide range of African premium publishers and channels.

“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,” he said.

Ayodeji Balogun, chief technology officer (CTO) of Terragon Group, said the company had identified that more innovation could be fostered through integration of available non-internet based mediums.

“As a group, our independent yet convergent businesses, offer local account management teams in key markets to help with productisation 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,” he said.

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Passionate about the vibrant tech startups scene in Africa, Tom can usually be found sniffing out the continent's most exciting new companies and entrepreneurs, funding rounds and any other developments within the growing ecosystem.

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