As part of efforts to revolutionalise advertising space in Ghana, MediaReach OMD Ghana has signed a Memorandum of Understanding with DDP Outdoor Limited to bring onboard its billboards across the country on the ‘Abonten’ platform.
The Managing Director-MediaReach OMD, Stephen Onaivi – speaking at the event, said his outfit has over the years consistently pioneered thought-leadership in the industry – by continuously evaluating syndicated tools available globally to drive meaningful understanding of audience behaviour and professionally helping clients make the best investment in terms of media engagement.
According to him, one of the leading outdoor agencies in the country coming onboard to partner it is a remarkable achievement.
The Managing Director for DDP Outdoor Limited, Norbert Rufu, giving his remarks on the partnership said: “We wish to express continued commitment to our long-term partnership which dates back to 1973. This has been a mutually beneficial relationship over the years, and we look forward to many more of such collaborations. Signing onto this platform is mutually beneficial to us and the clients we serve. We therefore look forward to a prosperous future”.
He urged mediaReach OMD Ghana to grow the platform into a full eCommerce marketplace, where clients can book billboards and transactions will be fully automated
The ‘Abonten’ platform
The Abonten platform is a Ghana industry-first Out-Of-Home (OOH) advertising agency platform to revolutionise outdoor advertising in Ghana.
It has been introduced by MediaReachOMD Ghana, and will enhance management and optimisation of the out-of-home inventory in Ghana, while making it easy for media planners, brands and media owners to manage their out-of-home inventory from the comfort of their office or home.
The platform focuses on convenience, productivity, speed, quality and monitoring out-of-home campaigns for maximum return on investment. It is also built to enhance excellence in media planning metrics and introduce the scientific approach to media planning in Ghana.
The Abonten platform is locally built to meet the specific out-of-home needs in Ghana, leveraging the technical expertise of partners within the network.
The Head of Tools at MediaReach OMD, Joe Mbugua, said the platform is very simple and can be used by anybody with basic computer skills. He therefore urged all brands to come onboard to make the industry grow.
“Making it user-friendly was actually one of the key things we considered even before we laid out the whole platform; and before we even went into the market we tested it with some of our partners and clients to ensure they can actually do it themselves.
“I urge all brands and clients to come on board, all partners to come on board – because we are making out of home simpler, easier to buy on a single platform. It is easier to monitor and integrate some of the marketing functions onto the platform, and we ask them to come onboard to share with us this journey.”
