Determined to strengthen Africa’s digital ecosystem in Ghana and Nigeria, Out There Media and Pulse have announced a strategic partnership to create digital advertising superpower across Africa.

According to the organisations, the partnership will combine Out There Media’s proprietary technology Mobucks™, integrated with leading telcos worldwide with Pulse’s dominant on-the-ground execution engine.

Following the announcement, Pulse will act as Out There Media’s official local commercial representative, jointly establishing a leading digital advertising presence across select global markets, beginning with West Africa, specifically Nigeria and Ghana.

Managing Director, mediaReach OMD Nigeria, Stephen Onaivi, said as one of the agencies responsible for putting clients’ brands in front of Nigerian consumers every day, the partnerships will genuinely expand what’s possible.

“Leveraging Out There Media’s first-party telco data and Mobucks™ platform will give us more innovative opportunities to target audiences at scale and the kind of measurable, data-driven outcomes our clients increasingly expect,” Onaivi said.

Chief Digital Officer, MTN Ghana, Ibrahim Misto, said the collaboration reinforces MTN’s leadership in digital innovation and data monetisation across Africa, adding that by combining the company scale and rich customer insights with Out There Media’s technology expertise and Pulse’s strong market presence, they are creating a powerful ecosystem that will transform how brands engage consumers in Ghana and beyond.

The partnership features an ambitious and well-thought commercial roadmap, launching specialised, dedicated sales practices across high-growth sectors, such as Retail, FMCG, E-commerce, Fintech, and Gaming.

Commenting on the partnership, Chief Executive Officer, Pulse Africa, Katharina Link, said joining forces with Out There Media significantly expands the solutions the company can bring to brands across Africa.

“By combining OTM’s proprietary technology, global partnerships and award-winning expertise with Pulse’s local market knowledge, creativity and execution capabilities, we’re adding an entirely new layer of technology-enabled advertising solutions to our portfolio while opening up exciting opportunities for future innovation together,” Link said.

Chief Executive Officer and Co-founder, Out There Media, Kerstin Trikalitis, said the company is excited about its partnership with Pulse, a company that combines strong market execution with a clear path to transform how brands engage consumers across Africa.

Trikalitis said that by bringing together Pulse’s exceptional local commercial strength with Out There Media’s proprietary technology Mobucks™, data monetisation expertise, and long-standing relationships with the world’s leading brands and agency groups, we are enabling advertisers to reach African consumers with unprecedented scale, precision, and impact.

The partnership strengthens Africa’s digital ecosystem through Out There Media’s proprietary technology Mobucks™, the leading telco centric mobile advertising platform. Working with tier-1 telcos worldwide such as MTN Group, Vodafone, O2 Telefónica, BT, Orange, Deutsche Telekom, or Starhub, OTM gives advertisers access to nearly 300 million subscribers across South Africa, Nigeria, Ghana, Zambia, Cameroon and more.

Apart from its Mobucks™ technology, Out There Media brings its strong, long-established relationships with Fortune 500 companies to the African market. These include direct ties to major brands such as Unilever, Coca-Cola, Netflix, Pepsi, L’Oréal, and Nestlé, as well as deep partnerships with global agency networks including WPP, Omnicom Media, Publicis Groupe, and Dentsu.

Pulse contributes a local team of more than 100 media professionals across sales, ad operations, account management, and creative strategy. Through this partnership, brands and agency partners can use Mobucks™ to run premium mobile ad formats including RCS (Rich Communication Services/ Rich Messaging), targeted messaging, display, video, audio or notifications powered by targeted, privacy-compliant, first-party telco data.

The partnership also reflects Pulse’s and OTM’s shared commitment to leveraging technology and media to drive positive social impact across Africa. Beyond commercial objectives, both companies intend to explore opportunities to support entrepreneurship, innovation and youth employment initiatives by using their combined reach and capabilities to help create meaningful economic opportunities across the continent.