AppsFlyer, the global marketing attribution leader, has today announced a partnership with Ayoba to propel the free instant messaging app designed by Africans for Africans to become the largest digital platform in Africa.

Ayoba offers users an ecosystem of digital and rich media services through channels, micro-apps and payment solutions, embedded within one app. By leveraging AppsFlyer’s technology across its user acquisition efforts, Ayoba will get a clearer picture of which acquisition channels work best and where efforts should be focused.

The integration of AppsFlyer’s technology will also enable a clearer understanding of Ayoba’s entire funnel of acquisition and, in the near future, will enable more effective retargeting and re-engagement of users. This new capability is essential for campaign optimization and driving organic long term growth for the app.

Africa is one of the largest mobile first regions in the world and Ayoba’s highly localised and tailored content is designed with the African user in mind. Localised content is available through curated channels aimed at entertaining, educating and empowering communities as well as a range of games. Ayoba is available as an Android app across the continent and is network agnostic. Through the partnership with MTN, Ayoba is available to MTN users at no data cost in most of its markets. Users can also send messages to non Ayoba users (those without the app) or users with very basic phones. The message is delivered as an SMS and MTN users can reply to these messages and the message will land on the app. For users in South Africa, Ayoba’s platform also has two dedicated COVID-19 channels providing vital reports on infections and other information at no data cost to users.

AppsFlyer provides some of the world’s leading companies and brands with analytics tools to better inform and measure marketing decisions. Its partnership with Ayoba comes on the back of earlier partnerships with telecom group Vodacom and ecommerce app Jiji across key regions in Africa.

Commenting on the partnership, Daniel Junowicz, Managing Director, LATAM & Africa at AppsFlyer said: ‘Understanding what acquisition channels work best is one of the keys to driving growth and user retention for apps and helps to optimize marketing activity. Ayoba is a unique and exciting app offering users access to a wide range of features and content. It’s great to be able to support their growth ambitions with our unparalleled mobile marketing analytics as Ayoba expands across Africa.”

Olivier Prentout, Head of Consumer Marketing for Ayoba, added: “The AppsFlyer team has been very supportive with rolling out this project. The technology is new to many on our team but AppsFlyer has been there to make sure we get the maximum value out of this partnership. We now have a clearer understanding of where to focus our acquisition activities and better positioned to take advantage of the opportunities that abound on the continent. We look forward to working more closely with AppsFlyer as we continue on our mission to become the biggest digital platform in Africa

Joseph-Albert Kuuire
Joseph-Albert Kuuire is the creator and editor of TechNovaGh.com, an online digital platform focusing on technology in Ghana. Email: [email protected]

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