Sobek Communications, an advertising and communication company, and Khenz - a provider of software and POS systems to the public transportation industry - have entered a partnership. This will see both Kigali-based companies offer a more targeted way of advertising to travellers in Rwanda.
"With Khenz supplying the machines, Sobek Communications can now offer advertisers a range of packages to advertise on the back of tickets," wrote Sean Obedih Ndiho, founder and CEO of Sobek.
According to Sean, the partnership will enable brands to "reach over 1M people per month." That is through "placing their messages directly in people’s hands."
Currently, the partnership - which is based on revenue share - is in a pilot phase. Though, the ultimate goal is rolling it out to the whole of Rwanda. "Our aim is to cover Rwanda as a whole before moving to other countries," Sean pointed out.
The market has incumbents, but Sobek sees itself as a better alternative. Especially when it comes to pricing. Additionally, the company says that it "can measure the reach of their campaigns".
"This new partnership allows us to measure and track the effectiveness of our client’s campaigns," Sobek wrote, "and offer brands a unique opportunity to reach their audiences at an affordable price of as little as 99.99 RWF."
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Although one can point out that using social media, you can measure and track the performance even better. Though, Sean says that this offering is besides what already offer. And. the advantage works when it comes to competing with traditional competitors.
"Our advantage over other traditional agencies is that we seek to create innovative solutions for advertisers to reach their audiences, we are adding headcount.
Moussa HABINEZA, founder and CEO of KHENZ, commented on the partnership saying that the two "share so many values". Adding that as they "strive to be innovative with our solutions and integrate traditional marketing solutions". He also believes that Khenz's "data and insights into this sector will support a broad number of campaigns”.
Beyond advertising on tickets, the company also looks at display ads inside buses.
Sobek and Khenz aren't the first to venture into display ads across the continent. Founded last year, Ghana's Trotro TV offers the service through TVs installed in buses.
In Nigeria, InTaxiads launched in August this year. The advertising agency puts "digital screens on headrests in a taxi with ad messages."