Context detection marketing with the unique needs of African brands in mind. That’s the promise from digital advertising innovator Mobiclicks and its technology partner SilverPush as they set out to target the brands serving Africa’s one billion consumers.
From its new Johannesburg headquarters where it recently joined the growing marketing, advertising and design community located at the city’s Parktown Quarter, Mobiclicks now has its sights set on opportunities further North.
Mobiclicks can offer African clients access to the SilverPush Sync platform that synchronises traditional television and radio campaigns with social media advertising through AI-powered context detection marketing. In addition, Mobiclicks can add certain trigger moments to the client mobile marketing mix.
“There’s a sense of renewal in the air throughout the continent and we’d like to help usher in this new African dawn by working to boost the fortunes of Africa’s brands,” says Mobiclicks founder, Shaun Rosen. “Brands create demand and demand is what drives economic growth, the only proven way to build sustainable futures,” adds Mr Rosen.
According to Hitesh Chawla, CEO of SilverPush: “We are excited to expand our reach across Africa and offer our technology to brands in this market with Mobiclicks. Our aim is to help more brands reach out to their multiscreen customers more effectively via our real-time platform; and this partnership will help bridge the customer journey of brand engagement between TV, search, social media, and mobile platforms.”
From a start-up offering purely click-based mobile ad solutions, Mobiclicks is now a true digital platform partner representing leading global ad tech and media solutions exclusively in Africa. Mobiclicks believes two of its products, in particular, will appeal to African and international brands operating on the continent.
“Most people are ‘second screening’ when watching television. With TV viewers constantly looking at their mobile phone, it’s difficult for this medium to compete. Fortunately, Magnifi from Mobiclicks uses the latest AI technology to sync TV ads with social campaigns for maximum engagement,” explains Mr Rosen.
He adds that Magnifi will identify when TV adverts actually run and within three seconds trigger a brand’s social media campaign. This is an African first.
When it comes to Mobiclicks’ moments-based product suite, the promise to African brands and their agencies is that they can literally own certain TV moments. Identifiable moments during TV shows or sports matches, for example, can be linked to clients’ social media campaigns. Sports moments could include the scoring of goals or the final whistle.
Mobiclicks is Africa’s leader in mobile advertising technology, with product suites consisting of platforms that empower clients to understand their customers and reach them effectively, providing businesses with accurate data and in-depth behavioural insights to serve digital content to audiences that are on the go.