AppsFlyer, the global attribution leader, has confirmed its move into the African mobile marketing space, with the announcement of a contract 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. 

AppsFlyer has grown to be a market leader in mobile marketing attribution globally since its launch in 2011, and its entry into Sub-Saharan Africa reflects the rise in mobile connectivity across the continent.

 Speaking on the move into the continent, Daniel Junowicz, Managing Director, LATAM & Africa at AppsFlyer said: ‘With the rising numbers of mobile users in Sub-Saharan Africa, mobile marketers are becoming more data-driven in their approach to attracting loyal and engaged users. Our job is to work with marketers to understand which campaigns perform best and why and help them grow their App businesses. 

‘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. Africa represents a significant growth market in the mobile ecosystem and it is great to be able to support the tremendous innovation occurring in the region right now.’

 Lana Strydom, Executive head for Digital Marketing at Vodacom added: ‘As a company with a purpose to connect for a better future, we are continually looking at the ways we engage with customers in order to provide the most suitable products and services for their needs. 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. The insights, enabled by AppsFlyer’s market-leading mobile attribution technology, allow us to serve our customers better and improve our customer engagement.’

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