Elo Umeh, the CEO of Terragon Group says it will unveil a new data and advertising technology named the ‘Adrenaline’ at the ongoing Mobile World Congress taking place in Barcelona, Spain. This innovative technology allows 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.
This unveiling follows the trend it started last year when it launched 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.
According to Mr Umeh, 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.”
“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,” he adds.
