Madrid, 29 May 2024
Taptap Digital, a leading area-based omnichannel marketing platform, helping brands to discover who and where their ideal customers are and how best to reach them without the need for cookies, announces the expansion of their business into Kenya and Nigeria, two of the fast-growing markets in the region.
Building on its existing partnership with A.M.A Digital - one of the leading ad-tech and media sales houses connecting media brands to African audiences - Taptap has launched new operations in Kenya with a locally based team and are running a number of successful campaigns in Nigeria and neighbouring countries. Both countries are in the top 5 markets for internet usage and YoY internet usage growth according to International Telecommunication Union, Kenya and Nigeria are characterised by a young rapidly growing mobile-first population with Nigeria having one of the largest economies in the continent.
“Kenya and Nigeria (formally via East Africa and West Africa hubs) offer an exciting opportunity to scale and allow us to broaden our technology offering to more markets on the continent. Both of these countries are scaling rapidly and we are already running campaigns across all main categories as a result of educating the market on the benefits of using area-based marketing to drive reach, impact and performance through our deep agency relationships. We have appointed Irene Mwangi based in Nairobi and will be making further announcements soon for Lagos as we further invest in local teams to unlock growth.” said Garth Rhoda, Co Founder and Group Director A.M.A Digital.
First entering South Africa in 2019, Taptap and A.M.A have built a fast growing business with an average of 60% YoY growth and have worked with 300 brands on the continent to date. With established partnerships with the largest agencies including Dentsu, Publicis, GroupM and Omnicom and running successful campaigns for global and continental brands like Nivea, Allied Foods and Hungry Lion.
Álvaro Mayol, Taptap General Manager added "Taptap has been working with our partners A.M.A in South Africa for several years now, and we’ve had great success in helping clients deliver location-targeted campaigns on mobile. We are excited to announce stage two of our expansion plan together, rolling out new capabilities and new markets. A.M.A will now be able to access Taptap's global omnichannel capabilities which means that area-based intelligence can now be used to plan and buy not just mobile and online but also CTV, DOOH and digital audio. We are excited to announce that we are now operational in both Nigeria and Kenya, two huge and exciting African markets. Africa has always been a hotbed of development and growth and we are excited to continue this with A.M.A and our African clients."
With Nivea, Taptap launched Illuminate, a solution that transforms advertising strategies during South Africa’s unique power challenges. With Illuminate, advertisers, ad buyers, marketing managers and media buyers were able to seize new opportunities during load-shedding events. The solution ensures that ad campaigns remain agile, diverting resources away from traditional platforms like TV and radio, and toward more mobile-first placements.
“We are super excited about our partnership with A.M.A Digital and the location platform, Taptap. We see great scope for the technology for East Africa around how we can use location and an area-based marketing approach to drive reach, awareness, and footfall traffic for our clients in retail, fuel, banking, and automotive.” added Serah Katusya - CEO Belva Digital
Jacqui Boyd, Chief Marketing Officer for Hungry Lion said “We have utilised Taptap in multiple African markets, including South Africa, Namibia, Zambia, Botswana and Swaziland with more to follow. Using area-based marketing and driving qualified footfall from the right audiences into our stores and to our websites are key KPI’s as we grow aggressively into various markets. Whether it's launching new stores or driving awareness of promotions, our strategic partnership with Taptap is incredibly valuable. We value the technology that underpins our thinking and look forward to our future collaborations.”
Emerging programmatic channels like DOOH are primed for greater expansion as supplier and advertiser adoption accelerates in 2024 within the region. This was reflected within a recent keynote at the World of Out of Home conference in Cape Town in March, where Taptap and A.M.A Digital highlighted the opportunity of programmatic and how it can transform out of home advertising alongside showcasing the power of DOOH within an omnichannel strategy, particularly in combination with mobile.
Taptap’s unique area-based marketing approach allows brands to define their ideal customers by connecting and analysing rich on and offline data sets based on the common unifier of where they occur through a method called georeferencing, media investment is then focused on areas where their target customers are in high concentration rather than the need to target them individually.
About Taptap Digital
Taptap Digital is an area-based marketing platform, helping brands to discover who and where their ideal customers are and how best to reach them without the need for cookies.
Predictive and real-time modelling of georeferenced data powers smarter audience definition and discovery for better planning, activation and reporting across CTV, DOOH, digital audio, desktop and mobile.
Current clients include global brands like Coca Cola, Dyson and LVMH and agencies groups such as GroupM, Dentsu and Publicis. Founded in 2010, Taptap is headquartered in Madrid with offices across the United States, Europe, South America and South Africa.
About AMA Digital
A.M.A Digital Media is Africa's premier ad-tech and media sales house, connecting media brands with African audiences. With a focus on first-to-market solutions, global partnerships, and cutting-edge technologies, A.M.A Digital Media is at the forefront of driving advertising innovation on the African continent.
Join A.M.A Digital Media in lighting up your advertising strategies with Illuminate. Together, we can navigate the challenges of today's dynamic markets and light up the path to success.
For more information about Illuminate and how it can transform your advertising strategies, please contact:
Contact Information
Media Contact: Andrew Gillett
Email: andrew@amadigitalmedia.com
Phone: +27 83 412 8008
Website: www.amadigitalmedia.com
