Contextual advertising network Ad Dynamo announced today that it has partnered with Twitter to become the platform’s exclusive advertising partner in South Africa. The country, which was highlighted as one of Twitter’s fastest growing markets when the company went public, has an estimated 5.5-million Twitter users (a 129% increase in just a year) — and Ad Dynamo is hoping to help brands take advantage of that growth.
Ad Dynamo CEO Sean Riley explains that while Twitter’s ad products can be targeted anywhere in the world, his company hopes to assist local brands with planning and managing their campaigns. “Brands need a sales team to work with them, show them best practices and understand marketing objectives,” he says. “Which is where Ad Dynamo comes in.”
“The cost of Twitter’s advertising is provided transparently to the brand with no markup. The key rationale though, for a brand to work with Ad Dynamo, is that they benefit from local, hands on support from a team that understands performance metrics in the local context. Ad Dynamo’s team has received the same training and access to tools as Twitter’s own internal staff,” he says.
The partnership allows the Ad Dynamo team to provide additional services with no added cost to the brand. Brands will be able to run campaigns using ad products like promoted tweets, promoted accounts and promoted trends, as some early adopters like networks MTN and Cell C have already started doing in the country, to connect with South Africa’s growing mobile user base.
The agency will also represent Twitter in other African countries, from Nigeria and Kenya to Ghana, Tanzania, Zambia and Uganda.