By The Citizen Reporter

Dar es Salaam. Entertainment and sports betting company, SportPesa Limited has signed a long term advertising deal with Mdundo in Tanzania, securing the platform’s 9.7 Million users.
The deal valued at Sh230.7 will see SportPesa serving up to 600 million Audio ads to the 9.7 million users during the engagement period.
The partnership will also see SportPesa benefit from Mdundo’s Brand Lift tool, giving the brand access to real time insights on the performance of its various campaigns on the target audience.
Mdundo has previously worked with other brands such as Standard Chartered Bank, Nivea, 9mobile, Safaricom, Coca-Cola, Guinness, Airtel, Vodacom, Carrefour Supermarket and various Diageo brands.
Mdundo also recently announced music bundle partnerships with Airtel Nigeria, MTN Nigeria and Vodacom Tanzania, building on the company’s innovative solutions to help brands effectively reach their target audience.
Speaking on the new partnership, the head of brand partnerships at, Rachel Karanu said creating commercial value for their brand partners is key to a long-term and sustainable partnership.
“SportPesa is an extremely innovative and forward-thinking brand with a strong focus on meaningful brand connections to drive results. We’re looking forward to working with the strong marketing team at SportPesa,” she said.
SportPesa Limited has established a leading brand within Tanzania through a strong focus on data-driven marketing and channel-optimisation, a brand-strategy that is strongly aligned with Mdundo’s Brand Lift Tool introduced earlier in the year.
The tool provides consumer brands with real-time insights on brand performance within the Mdundo Audience allowing the marketing teams to continuously optimise campaigns and improve the returns of media investments.
SportPesa Chairman of the Board of Directors Tarimba Abbas said they are very excited to start work with on the project.
“Considering the successful campaigns of other strong brands we are expecting excellent results during this fact-based campaign.”
Since advertising on Mdundo, Sportpesa has realised 48 percent brand growth among the platform’s audience, with the brand improving across all four metrics of awareness, consideration, favorability and purchase intent.
The leading music streaming service has also launched a new version of the brand lift tool, containing additional features including media habits, category penetration and music taste that are aimed at providing valuable insights for the marketing industry within different audiences.

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