Terragon Group is set to unveil its data monetization and advertising platform; Adrenaline that will allow advertisers to buy inventory and access to reach mobile users on organically generated channels which sit on non-internet based platforms on mobile devices.
These channels include USSD based balance enquiry, Call-Me-Back messages, End of Call Notification, among others.
The app which is a first for mobile in developing markets was unveiled at the The GSMA Mobile World Congress (MWC) in Barcelona , spain.
This unveiling follows the company’s move in 2014, where it debut at the international event, launching its proprietary Mobile Advertising Server with new Advert formats built for the African market, for the company’s Mobile advertising arm of its business, Twinpine Limited.
Speaking on this development, Chief Executive Officer, Terragon Group, Elo Umeh, said that the planned unveiling of ‘Adrenaline’ was a reaffirmation of the giant strides the company has been making since its existence: “The Mobile World Congress event affords us the opportunity to be able to show that innovation can come out of Africa. We continually seek to use global events to showcase our local innovation, with both elements reinforcing each other to maintain market leadership in the digital media industry. This is what we believe at Terragon Group. Our passion for innovation allows us take intuitive steps towards a digital Africa.”
Umeh further stated, “Our ‘Adrenaline’ technology is a first of its kind around the world. This is because no other platform gives advertisers access to a wide range of African premium publishers and channels as we do. Our channels generate a lot of traffic daily and constitute the primary medium where a pre-dominant number of African mobile users access daily, considering that they are mostly prepaid subscribers.”
The GSMA Mobile World Congress (MWC) 2015 comes up in Barcelona, Spain, from the 2nd to 5th of March. MWC is an annual event combining the world’s largest exhibition and conference for the mobile industry, featuring prominent executives representing mobile operators, device manufacturers, and technology providers, among others. The event for 2014 recorded an attendance of more than 85,000 professionals representing 200 countries from across the globe.
