Mdundo.com A/S had 20.3m monthly active users in June 2022, beating the upgraded expected target of 19-20m for the month. This is a growth of 74% from June 2021. The company announced earlier in June that it is aiming at 50m monthly active users as well as a positive EBITDA for the financial year ending June 2025.
In addition, the company is reporting that its advertising serving platform, The Mdundo Brand Lift Tool, has improved customer’s brand performance by an average of 8% across Kenya, Nigeria, and Tanzania with the highest performing campaign reaching growth in overall brand lift of 85%.
Mdundo is one of Africa’s leading music services, the company aims to provide Africa with easy and legal access to online entertainment by delivering locally relevant content, formats and channels to consumers in Africa as well as driving value per user through premium products and telecommunication partnerships.
High performance of advertising serving platform growing brands across Africa
The Mdundo music service is primarily used by the mass-market audience across Africa with limited access to streaming services and social media apps. The music is free of charge but the customer is exposed to advertising by leading African brands.
“We have increased the average brand up-lift for our advertising clients by an average of 8%, with the most noticeable impact towards the end of the customer decision-making process impacting consideration, favorability and purchase intent by an average of 10%. It is extremely satisfying to know that the return on investment for our clients is directly related to our campaigns driving impact in addition to incremental reach across all key markets,” says Rachel Karanu, Head of Brand Partnerships, Mdundo.
The best performing campaigns in the past 12 months were Kenya Cane with an average “Uplift” of 85%, the best “Awareness” campaign was for Sportpesa Tanzania with 65%, Guinness Smooth had the highest performing “Consideration” campaign with 191% growth, Castle Lite Tanzania had the highest impact on “Favorability” with 114% growth and Captain Morgan impacted “Purchase Intent” the highest with 101%.
Ryan Majiwa Digital Media Lead East Africa, Saracen Media Limited, says “The Mdundo platform offers our clients high-quality reach in the mass-market audience that is hard to reach as effectively for the cost through other marketing channels. In addition, their Brand Lift tool provides us partners with insights into the behavior of our target customers, both on and off the platform because of how closely their audience mirrors the actual market allowing for effective campaigns”
2.8m Monthly Active Users in Kenya, 4.9m in Nigeria
The Kenyan-based company is reporting 2.8m monthly active users in Kenya, the user base in Kenya has been steadily growing, 110% up from June 2020, and the penetration makes Mdundo one of the leading online services within the country with 12% of Kenya’s 23m internet customers using the service within the month. The growth is a result of continuously focusing on locally relevant service and content as well as strategic partnerships and the company expects it to continue towards our goal of 25m by June 2023 and 50m by June 2025.
The biggest country for the Kenyan-based company was Nigeria with a total of 4.9m monthly users, followed by South Africa with 3.7m and Tanzania with 2.4m. In addition to the four biggest countries, the company had a strong user base in several other countries with over 100k monthly users including Uganda, Ethiopia, Ghana, Congo – Kinshasa, Zambia, Sudan, Cameroon, Angola, Zimbabwe, Mozambique, Rwanda, Côte d’Ivoire, South Sudan, and Malawi.