Mobile advertising network, Twinpine has awarded a grant of $60,000 to young entrepreneurs in Nigeria, encouraging them to develop and execute business ideas that would lead to more job creation even as the advertising network celebrates over 500 million monthly impressions within the year.
Based in Nigeria, Twinpine’s says her founders witnessed the emergence of mobile advertising in Africa and 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 and creating customised mobile ad campaigns to help brands and publishers reach the right audience and deliver higher conversion rates.
“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.”
The company had initially set a target of reaching 100 million monthly impressions but has surpassed this and now aims to reach 1 billion by January 2013. The company also said it will continue to do more for young entrepreneurs.