BY ONOME AMUGE
Ad Dynamo, an Aleph Group company and Africa’s largest digital media sales house, has announced plans for an additional investment into its Nigerian footprint, including a commitment to educate thousands of Nigerians in digital media.
The company’s expansion project comes off the back of its acquisition by Aleph Group, a leading global enabler of digital advertising in Nigerian markets, in January 2022. The 100 percent acquisition, which was completed in early 2022, further positions Aleph Group as an important industry player in Africa, strengthening Ad Dynamo’s accomplishments of over a decade exclusively representing Twitter, Spotify, Yahoo, and Snapchat in the continent’s largest online market.
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Over the years, Ad Dynamo has set itself apart from other digital media sales houses by offering dedicated sales teams for each partner it represents. It also doesn’t charge a markup on any media, meaning that ad buyers have price transparency across all advertising investments.
According to Ad Dynamo, its next step in Nigerian investment is to open up Aleph’s signature education programme, Digital Ad Expert, hosted on the group’s proprietary learning platform.
To actualise this, the company said it has set a goal of educating 50,000 digital learners worldwide with digital marketing skills, with Nigeria recognised as a big part of the ambition.
Commenting on the initiative, Sean Riley, founder and CEO of Ad Dynamo, said Nigeria has a national GDP exceeding $400 billion and a large share of youth in the local population which the company seeks to equip with the tools needed to succeed in a rapidly digitising economy.
Riley, who noted that Nigeria has the potential to be one of the world’s greatest internet markets, said it has been a privilege to witness its growth over the past 10 years and to help advertisers reach their consumers with impactful messaging on the right platforms. He added that the company plans to grow even further in Nigeria in the coming years with the support of Aleph Group.
Gaston Taratuta, founder and CEO of Aleph Group, expressed optimism that effective digital marketing will become more important than ever with more than 35 million additional Nigerians set to come online by 2026.
“We’re incredibly proud that Ad Dynamo, as part of the Aleph family, will play a major role in ensuring that brands across Nigeria have the best possible marketing presence on some of the world’s biggest technology platforms,” Taratuta said.
Aleph’s educational programmes are free and will be accepting applications for Nigeria’s first 12-week peer-to-peer learning programme between June 27 and July 18, 2022. The first cohort is scheduled to kick off on July 25, 2022.