By Alet Smith, General Manager – Business Intelligence Competency Centre, MTN Group

With data-driven marketing becoming more paramount, MTN is setting new standards in offering advertisers unprecedented access to valuable consumer insights by using its network data, new digital identifiers and innovative technologies in helping brands connect with the right audiences.

Transforming 1^st Party-Telco data into Intelligence

At the core of MTN Ads is the cutting edge technology that enables network content filtering by examining the content of data packets as they pass through a network checkpoint, Deep Packet Inspection (DPI). This technology serves as a rich source of customer data for MTN Ads encompassing online behavioral patterns based on either batch or near real-time data feeds. When cross-analyzed with other GSM data attributes, this wealth of information provides a comprehensive view of customer trends and preferences. Through our analytics team, MTN Ads waves its magic wand (read: advanced analytics) to transform this raw data into golden insights, creating detailed consumer profiles so detailed they are practically 4D, covering (mobility patterns, product affordability, accessibility and psychographic behavior). These customer profiles mapped to personas offer intelligence into online and offline customer behavior, allow brands to reach their ideal audiences with unprecedented accuracy.

Driving Results with Precision Targeting

With access to an audience of over 38 million highly engaged active users, advertisers partnering with MTN Ads report significantly higher engagement rates and more efficient ad spend reached through our MTN powered properties (Ayoba, MTN Play, Chenosis) and inventories (SMS, Display, Service Messaging). This audience, clustered into unique customer profiles using advanced Machine Learning algorithms, can be accessed by advertisers to deliver relevant campaigns.

Contextual Targeting: Mind Reading, but Legal 

Thanks to the DPI technology, MTN Ads has developed a sixth sense for user intent. MTN is able to categorize mobile app data traffic into different industry sectors (banking, insurance, food services, retail, etc.) that are mapped into intent – intent to purchase or engage. Cross analyzing this with recharge channels and data usage behavior, MTN Ads provides valuable indicators of customer preferences that can empower publishers and brands to create timely campaigns that resonate with their customers. 

Driving Results with Affordability Targeting

According to recent reports by Statistics South Africa (Stats SA, 2023), eight out of ten traders in South Africa have no bank account, while 60% of those who do possess one, only use it for processing payments. This significant segment of low-income earners and small entrepreneurs is an appealing segment of the market for retail and financial services. Recognizing this opportunity, MTN Ads has developed alternative risk assessment parameters that enable more accurate profiling of product affordability for unbanked MTN customers, thereby driving financial inclusion.

Driving Results with Audience Optimization

Audience optimization serves as the key to MTN Ads’ strategy for delivering exceptional campaign results. This is done by considering a comprehensive blend of historical campaign data and MTN Ads’ three-themed data framework (affordability, precision, contextual) to develop a 360-degree view of each customer, effectively eliminating blind spots in targeting and driving remarkable results in an increasingly competitive market.

Pioneering the future of Advertising with MTN IDs

The constant rise in smartphone penetration has seen people spending, on average, 5 hours a day on their mobile devices and South Africans spend a whopping 31.7% of their waking hours looking at mobile screens – the highest screen time worldwide (GSMA, 2023). This shift in customer behavior has greatly affected print media and the competition for user’s attention. At the same time, customer privacy regulations are becoming more stringent. With the launch of the new MTN IDs, MTN Ads is not just playing the game – it is rewriting the rulebook, positioning itself to lead the new wave of advertising by transforming how advertisers connect with their audiences.