Brands/Products
Twitter Launches Optimisation Tools for Better Business Advertising
By Adedapo Adesanya
As part of efforts to make business advertising better, Twitter has announced three new products that will further advance its optimisation models, conversion options, and measurement solutions.
In a statement, the platform said, “We’re excited to share that the new and improved Twitter Pixel, Conversion API, and App Purchase Optimization are launching globally to all Twitter advertisers. We’ve been hard at work since our last update, and have now hit an important milestone that creates value on top of the measurement and optimization solutions we launched earlier this year.”
The new Twitter Pixel is a measurement solution that enables conversion tracking, the backbone of performance advertising and will enable advertisers to measure their return on ad spend by tracking the actions people take after viewing, clicking, or engaging with ads on Twitter.
Twitter Pixel will help with improved web attribution such as allowing advertisers to measure more actions than before, such as when someone adds an item to their digital shopping cart.
It will also ease measurement setup and troubleshooting to help advertisers better understand the impact of their web campaigns and provide clearer support when checking to see if the Pixel is implemented properly.
The Conversion API (CAPI) is a measurement solution that enables advertisers to connect to Twitter’s API endpoint and send conversion events to Twitter from their servers without using third-party cookies.
This will enable it to improve value for businesses while maintaining our privacy and security commitments by relying less on third-party cookies.
CAPI will also help improve optimization and ad targeting without the need for a Twitter Pixel, which is the first time an advertiser can finally connect data to see conversions without placing a tag on their site. Multiple data signals with Conversion API (CAPI) can be used—including Twitter Click ID or email addresses to send conversion events to the API endpoint and help advertisers further understand actions that people are taking as a result of their advertising.
Meanwhile, App Purchase Optimization will aid performance. It will enable advertisers to deliver ads to people most likely to install an app or make a purchase by using machine learning to identify audiences that are more likely to take an action.
In early testing of this, Twitter via its internal research said that 89 per cent of advertisers saw a reduction in cost-per-purchase, a median 30.4 per cent decrease in cost-per-purchase compared to Install Optimization when using Click Billing, and a median 12.8 per cent decrease in cost-per-purchase compared to Install Optimization when using Impressions Billing.
Looking ahead, the company said it aims to build a more effective performance advertising business, adding that, “we are increasing our investment across various initiatives, including updates to our optimization models, conversion options, and measurement solutions.”
“As we continue to build upon our performance roadmap, we’re excited to continue to drive value for our customers with upcoming product launches, such as Collection Ads, which will be a new way for advertisers to tell stories and showcase their products to consumers. It said brands can also display a primary hero image with smaller thumbnail visuals. Each image will drive consumers to a different website or product landing page, driving various advertiser objectives,” it said.
Also, it is looking at Web Conversion Optimization that will help improve the way it reaches people who are more likely to convert on a lower-funnel Website action, such as making a purchase or adding an item to their cart and Dynamic Product Ads, which will dynamically deliver relevant products to the right person, at the right time, based on their activity both on and off Twitter, in order to help drive sales or conversions.
Brands/Products
ALTON Supports NCC Call for Made-in-Nigeria Smartphones
By Adedapo Adesanya
The Association of Licensed Telecommunications Operators of Nigeria (ALTON) has backed the call by the Nigerian Communications Commission (NCC) for local smartphone manufacturing to accelerate digital inclusion.
The ALTON Chairman, Mr Gbenga Adebayo, described the proposal as a practical measure capable of accelerating broadband adoption and expanding digital inclusion across the country.
He said Nigeria must deliberately transition from being predominantly a technology consumer to becoming an innovator, designer and manufacturer of digital technologies.
According to him, Nigeria’s large telecommunications market and youthful population provide the scale and human capital needed for world-class technology manufacturing.
The ALTON chairman said the country’s ambition should extend beyond assembling smartphones to developing complete technology capabilities across the value chain.
“Our ambition should extend beyond assembling devices. We must pursue genuine knowledge transfer, research and development, product engineering, software development, semiconductor capabilities and large-scale manufacturing,” he stressed.
He said the objective should be producing devices and digital technologies for Nigeria, Africa and the global market.
Mr Adebayo said the emergence of Artificial Intelligence had further strengthened Nigeria’s opportunity to become a competitive technology manufacturing hub.
He said Artificial Intelligence was transforming product design, manufacturing, quality assurance, supply chain management, customer experience and software innovation.
According to him, investing in AI-enabled manufacturing will improve productivity, create high-value jobs and strengthen Nigeria’s competitiveness across Africa.
NCC’s Board Chairman, Mr Idris Olorunnimben, at a Digital Africa Summit Roundtable in Shanghai, called for local smartphone production and innovative financing to tackle the proliferation of counterfeit and non-type-approved devices through stronger market integrity.
The ALTON boos described the grey market as a major challenge affecting consumers, Original Equipment Manufacturers (OEMs) and the wider telecommunications ecosystem.
According to him, robust local manufacturing supported by strong quality standards will provide credible alternatives to grey-market imports.
He said effective type approval, competitive pricing and consumer confidence would encourage wider acceptance of locally manufactured smartphones.
“This will strengthen consumer protection, improve network performance, retain greater value within our economy, and stimulate industrial growth,” he said.
Mr Adebayo also endorsed innovative smartphone financing, stronger device management systems and identity-enabled credit frameworks.
He added that the initiatives would enable more Nigerians to acquire quality smartphones through affordable payment models.
According to him, telecom operators remain ready to partner with the government, manufacturers, financiers, academia, investors and development partners to build sustainable local manufacturing.
The ALTON boss described the initiative as a national economic transformation agenda capable of creating jobs and strengthening Nigeria’s position in the global digital economy.
Brands/Products
PRovoke Media Crowns Woodrow Africa Agency of the Year
By Adedapo Adesanya
Woodrow has been named Africa Agency of the Year 2026 by PRovoke Media, one of the world’s leading authorities on the communications industry.
The award recognises Woodrow’s rapid growth across the continent and its work supporting clients navigating some of Africa’s most complex communication, policy, reputation and stakeholder challenges.
In announcing the award, PRovoke Media described Woodrow as “a different kind of communications firm for Africa. Built locally, but operating across borders, with a focus on high-stakes, high-complexity mandates that reflect the realities of the continent’s political and economic landscape.”
Founded five years ago by Mr Charlie Tarr, who has spent more than two decades working across African markets advising various organisations, Woodrow has grown from its Nairobi headquarters into a multi-market African consultancy. It now has teams and partners across Kenya, Nigeria, Ghana, Zambia, Senegal and South Africa, delivering work across 13 countries.
Since 2024, Woodrow has more than doubled revenue, expanded delivery across more African markets and supported assignments that have generated global audiences exceeding 70 million people in multiple markets.
Speaking on the recognition, Mr Charlie Tarr, Founder and CEO of Woodrow Communications, said, “When we started Woodrow, we believed Africa deserved communications advice built for Africa’s realities, not imported templates. This recognition is a testament to our people, our clients and our belief that world-class strategic communications can be built from the continent and compete with the very best anywhere in the world. This feels more like a beginning than an arrival.”
Adding his input, Mr David Karega, Head of East and Southern Africa, added, “This award belongs to the team and the clients who have trusted us with some of their most important moments. From major launches and investment announcements to reputation management, policy engagement and crisis situations, we have had the privilege of helping them achieve influence. It shows that globally recognised PR excellence can be built from Nairobi and delivered across Africa.”
Woodrow’s growth has been driven by its local-first operating model, combining deep in-market expertise with regional coordination and strategic advisory support. It supports organisations such as AGRA, Bupa Global, BIC and a range of international foundations, investors and development institutions working across Africa.
Looking ahead, Woodrow is investing in new capabilities around digital influence, audience intelligence and integrated stakeholder engagement to help clients navigate the media landscape in Africa.
“Africa has never been a side conversation for us,” Mr Tarr added, “It sits at the centre of our work and future. The continent is producing some of the world’s most important opportunities in technology, investment, food systems, climate and economic transformation. We are excited to continue helping clients shape those conversations, build influence and contribute to Africa’s growth.”
Brands/Products
SportyTV Joins DStv and GOtv Line-Up Across Africa
SportyTV has been added to select DStv and GOtv packages in Nigeria, expanding the sports content available to subscribers. The 24-hour sports channel offers a range of live sporting events alongside news, analyses, highlights and is available to DStv Yanga and GOtv Jolli customers. The channel is also available on GOtv in Kenya and Ghana.
The addition of SportyTV complements the existing sports offering on DStv and GOtv, providing subscribers with access to additional football, basketball and combat sports content.
“SportyTV is a valuable addition to the DStv Access and GOtv Value content offering across Africa,” said David Mignot, CEO of CANAL+ Africa. “It expands the range of sporting events available to customers at an accessible price point and reflects our commitment to making quality sports content available to audiences across the continent.”
Sudeep Ramnani, Founder and CEO of Sporty Group, said: “Our ambition has always been to provide African audiences with broad access to sports content and storytelling. Through this partnership with CANAL+, we are extending that offering to more households across the continent.”
“The SportyTV channel gives DStv and GOtv subscribers additional viewing options that complement SuperSport’s existing range of sports programming,” said Rendani Ramovha, Director of Sport Content for English and Portuguese-speaking Africa at CANAL+. “It broadens the overall sports proposition with additional live events and supporting content.”
SportyTV’s football schedule includes competitions such as the English Premier League, Carabao Cup, EFL Championship, Women’s FA Cup, La Liga, Bundesliga, Serie A and the Spanish Super Cup. The channel also carries South American competitions including the Copa Libertadores, Argentina League and Brazil Serie A, as well as select basketball and other international sports content.
Elias Gallego, Vice President of Business Development, Marketing and Media at Sporty Group, said: “Launching SportyTV on DStv and GOtv allows us to extend our reach and bring a broader range of sports content to viewers across Africa.”
SportyTV will also carry dedicated club channels including Real Madrid TV, Arsenal TV, Chelsea TV and Manchester City TV. Additional content includes coverage from leagues in Greece and Saudi Arabia, alongside basketball programming featuring the NBA.
The channel launched on 10 June 2026 and is available in HD on DStv channel 236 and GOtv channel 58 in Nigeria.
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