MTN geo-targets Zim
Is MTN making a political statement? This was the question the FM posed when it came across a banner advertisement of the telecommunications giant on www.thezimbabwean.co.uk — a popular online newspaper targeted at Zimbabweans living abroad.
But this was not the case. Explaining the advertisement, Anthony Mackaiser, acting senior manager: PR & internal communications, says the banner is part of MTN’s current online campaign “that encompasses several websites serving key African markets relevant to MTN. This particular website, primarily a news site, was scheduled as part of Google’s content network, which enables us to geo-target according to our target audiences.”
The website is owned by a group of Zimbabweans living in the UK and is one of two news sites MTN advertises on.
TheZimbabwean is edited and published by Wilf Mbanga, founder and CE of Associated Newspapers of Zimbabwe, owners of The Daily News which was shut down in 2003.
Part of MTN’s target market regularly visits news-related sites, says Mackaiser, and because South Africans have an interest in what’s happening outside their borders, “we therefore included these placements in our strategy along with many other news-related sites and targeted SA users only”.
It costs £25/month to advertise on the site for three months, depending on the banner type.
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