Powering Crypto Adoption in Africa

Overview

Suss Ads partnered with Fonbnk and TON (The Open Network) to pioneer a new growth model at the intersection of FinTech, Crypto, and AdTech - enabling users across Africa to fund Telegram wallets using mobile airtime.

This campaign was not just about awareness - it was about driving real financial transactions directly from advertising, positioning Suss Ads as a conversion-first, outcome-driven media engine.

The Opportunity

Africa is rapidly emerging as a global crypto growth frontier, driven by:

• High mobile penetration + low banking access 
• Strong demand for alternative financial systems 
• Explosive adoption of Telegram-native ecosystems (TON, mini-apps, wallets) 

Key Market Insights

Nigeria leads Africa in crypto adoption. 

• Top global rankings in P2P crypto usage 
• Massive youth-driven demand for TON, Telegram wallets, and DeFi tools 

Francophone Africa is the next breakout region. 

• Markets like Cameroon, Ivory Coast, Senegal, and DRC, showing: 
• Rapid crypto curiosity and onboarding 
• Lower competition → significantly cheaper media costs 

Media Arbitrage Advantage 

• CPMs in Francophone markets: 30–60% lower vs. Anglophone 
• CPCs are significantly cheaper, driving

Higher click volumes 

Better cost-per-wallet-top-up 

Faster scaling potential 

Result: Countries like Cameroon are delivering disproportionately high traffic and engagement due to cost efficiency

Suss Ads Strategy

1. FinTech × AdTech Integration

We transformed ads into transaction gateways:

• Ad → Click → Telegram → Wallet → Fiat Conversion → Crypto 
• Eliminated friction between discovery and financial action 

2. Cross-Market Growth Engine

We deployed a dual-language, multi-market strategy:

• Anglophone Markets
  Kenya, Nigeria, Uganda, Tanzania, Zambia
  → High volume + strong crypto awareness 
• Francophone Markets
  Cameroon, Senegal, Ivory Coast, DRC, Congo
  → High efficiency + low-cost scale 

3. Telegram-Native Growth Model

Leveraging the TON ecosystem:

• Telegram mini-apps 
• Wallet integrations 
• Crypto-native gaming audiences 
• Embedded financial actions inside chat 

This ensured native user journeys, not forced ad experiences.

4. High-Intent Audience Targeting

We focused on:

• Crypto-curious users 
• Forex & trading communities 
• Telegram mini-app gamers 
• Youth audiences familiar with digital assets 

Execution Highlights

• Localized creatives (English + French) 
• Education-led messaging (airtime → crypto simplicity) 
• Mobile-first formats optimized for Telegram flows 
• Real-time optimization by market performance + cost efficiency 

Campaign Performance

• 15M+ impressions delivered 
• 1.27% CTR (above industry benchmark) 
• Strong engagement across both Anglophone & Francophone regions 
• Significant growth in Telegram Wallet top-up awareness and usage 

Key Insights & Learnings

1. Nigeria = Crypto Growth Engine

• Highest intent + fastest adoption 
• Ideal for volume scaling + product validation 

2. Francophone Markets = Efficiency Goldmine

• Lower CPMs + CPCs = better ROI 
• Less saturated → higher engagement rates 
• Cameroon is emerging as a high-traffic arbitrage market 

3. Telegram = The New Super App for Web3

• Combines: 
• Social 
• Payments 
• Gaming 
• Trading 
• Enables end-to-end conversion inside one ecosystem 

4. Mini-App Ecosystems Drive Engagement

TON-based apps (gaming, trading, prediction) create:

• Built-in audiences 
• Reward-driven engagement loops 
• Natural integration points for brands 

Strategic Value for Partners

For Fonbnk,

• Accelerated adoption of mobile money-to-crypto rails 
• Expanded reach across high-growth African markets 

For TON

• Increased wallet usage + ecosystem participation 
• Strengthened position in Africa’s Web3 landscape 

For Advertisers (via Suss Ads)

• Direct link between media spend → financial transactions 
• Ability to scale across: 
• Telegram 
• Crypto audiences 
• Emerging markets 

Why Suss Ads

Suss Ads is uniquely positioned to power this ecosystem:

• AdTech + FinTech + AI integration 
• Deep expertise in: 
• Telegram growth 
• Crypto audiences 
• Emerging market scale 
• Access to high-performance, low-cost inventory across Africa 

We don’t just drive impressions—We drive transactions, adoption, and revenue.

Future Opportunities

• Expansion into Telegram mini-app sponsorships 
• Integration with: 
• Sports prediction (e.g., SportPesa × TON) 
• Token rewards & loyalty programs 
• Scaling Francophone markets for cost-efficient growth 
• Leveraging AI agents for: 
• Audience targeting 
• Conversion optimization 

This campaign demonstrates a new paradigm in digital advertising:

Where media doesn’t just influence behaviour - it powers financial action.

Through the partnership between Suss Ads, Fonbnk, and TON, we have unlocked a scalable model for:

• Crypto adoption 
• Financial inclusion 
• Performance-driven advertising