MTN Cameroon
Filling eight cities with one real-time campaign.
A two-week video billboard burst for MTN Skills Academy, optimised live through our OpenRTB auction.
12.4M
impressions
+38%
brand recall
94%
fill rate
At a glance
- Sector
- Telecom
- Goal
- Acquisition
- Duration
- 2 weeks
- Format
- Video billboards
Services used
- Video billboards
- Real-time bidding
- Dayparting
Drive sign-ups for a free digital-skills programme across all eight cities, within a tight two-week window.
MTN had a hard two-week window to fill a new cohort of its Skills Academy, and needed measurable sign-ups, not just visibility, across cities with very different footfall patterns.
We ran full-motion video across the digital billboard network and used real-time bidding with dayparting to concentrate impressions where and when footfall peaked, heavier in Douala and Yaoundé at commute hours, lighter in smaller cities mid-day.
The cohort filled ahead of schedule. Reach stayed consistent across all eight cities and screens stayed full throughout the burst, with strong measured recall in post-campaign surveys.
- Sign-ups passed target before the end of week two
- Consistent reach across all eight cities
- +38% measured brand recall vs. baseline
“Bright Face Ads gave us reach and control we simply couldn't get anywhere else in the market. We watched sign-ups climb city by city in real time and shifted spend to where it was working, all within the same two-week window.”
Marketing Lead, MTN
How it played out
- 1Days 1–3
Launch
Creative live across all eight cities at once.
- 2Days 4–10
Optimise
Shifted impressions to top-converting cities and hours.
- 3Days 11–14
Push to target
Concentrated spend to fill the final cohort seats.
Performance over the run
12.4M
impressions
+38%
brand recall
94%
fill rate
Illustrative delivery curve over the campaign window.
See the campaign in motion.
From the campaign
