Taptap Digital, a leading area-based omnichannel marketing platform, helping brands to discover who and where their ideal customers are and how best to reach them without the need for cookies, announces the expansion of their business into Kenya and Nigeria, two of the fast-growing markets in the region.

Building on its existing partnership with A.M.A Digital - one of the leading ad-tech and media sales houses connecting media brands to African audiences -  Taptap has launched new operations in Kenya with a locally based team and are running a number of successful campaigns in Nigeria and neighbouring countries.  Both countries are in the top 5 markets for internet usage and YoY internet usage growth according to International Telecommunication Union, Kenya and Nigeria are characterised by a young rapidly growing mobile-first population with Nigeria having one of the largest economies in the continent. 

First entering South Africa in 2019, Taptap and A.M.A have built a fast growing business with an average of  60% YoY growth and have worked with 300 brands on the continent to date. With established partnerships with the largest agencies including Dentsu, Publicis, GroupM and Omnicom and running successful campaigns for global and continental brands like Nivea, Allied Foods and Hungry Lion.

With Nivea, Taptap launched Illuminate, a solution that transforms advertising strategies during South Africa’s unique power challenges. With Illuminate, advertisers, ad buyers, marketing managers and media buyers were able to seize new opportunities during load-shedding events. The solution ensures that ad campaigns remain agile, diverting resources away from traditional platforms like TV and radio, and toward more mobile-first placements.  

Emerging programmatic channels like DOOH are primed for greater expansion as supplier and advertiser adoption accelerates in 2024 within the region.  This was reflected within a recent keynote at the World of Out of Home conference in Cape Town in March, where Taptap and A.M.A Digital highlighted the opportunity of programmatic and how it can transform out of home advertising alongside showcasing the power of DOOH within an omnichannel strategy, particularly in combination with mobile.

Taptap’s unique area-based marketing approach allows brands to define their ideal customers by connecting and analysing rich on and offline data sets based on the common unifier of where they occur through a method called georeferencing, media investment is then focused on areas where their target customers are in high concentration rather than the need to target them individually.