AppsFlyer, the global attribution leader, this week announced its move into the African mobile marketing space, with a deal with Vodacom.
With over 900 employees in 18 cities around the world, the move sees AppsFlyer strengthen its global reach by commencing operations on the continent, starting in South Africa, Nigeria and Kenya (working with Safaricom).
Working with some of the world’s leading brands, including HBO, Nike, NBC Universal, Minecraft, US Bank and Macy's, AppsFlyer, provides companies and brands with analytics tools to better inform and measure marketing decisions. Vodacom is AppsFlyer’s first significant collaboration with a leading brand in Africa and will see the team help optimise the telecom company’s marketing activity and increase engagement with the telecommunications group’s more than 110 million mobile customers.
With mobile usage across Sub-Saharan Africa expected to hit 600 million by 2025, telecoms companies will have increased access to millions of new users. As brands look to engage with new consumers on mobile devices, the market for measuring App ad-spend and marketing performance is expected to grow significantly and having the right mobile marketing strategies will be critical to success.
Daniel Junowicz, Managing Director, LATAM & Africa at AppsFlyer
User retention for Apps is still one of the biggest challenges for advertisers globally and our work with Vodacom will support its marketers in optimising their day to day marketing activities.
Lana Strydom, Executive head for Digital Marketing at Vodacom
Our work with AppsFlyer enables us to have a better understanding of how to maximise our digital marketing activities and where to focus our efforts as we seek to be the leading digital telecoms operator in the marketplace.
