Jumia Advertising Unveils Programmatic Ads for African Operations
Jumia Advertising has announced the launch of its programmatic advertising service. Brands will have the chance to expand their operations in Africa with the help of this service. With the use of cutting-edge technology and data-driven tactics, it is intended to empower advertisers and merchants. The fast-changing world of digital advertising offers new opportunities for cooperation and campaign optimization through programmatic advertising.
Growth of Programmatic Advertising in Africa
Across several African nations, Jumia Advertising has a vast and superior monthly audience reach of over 27 million unique visitors. For SMEs and brands, it’s a big opportunity to reach more online buyers. Through a real-time dashboard, Jumia’s programmatic advertising gives advertisers control over their targeted audiences, budget expenditures, and campaign results. They can make use of two unique choices for collaboration that are suited to their particular requirements.
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Collaboration options
The first kind called a “Preferred Deal,” is accessible on Jumia to advertising agencies as well as sellers/brands. It enables companies to make use of their first-party data, guaranteeing that advertising is highly targeted and efficient. Advertising agencies are the only ones who can use the second type, “Private Auction.” It gives them the chance to start awareness campaigns for e-commerce clients at substantially cheaper costs per thousand impressions (CPM) than standard CPM prices.
Jumia’s strategic objective to boost revenue and quicken its route to profitability includes this launch. Of the top 10 rapidly expanding digital advertising companies worldwide in 2022, Jumia Advertising came in third (and first in Africa) for Digital Ad Revenue Growth.
Here’s what they said
Menna Samir, Group VP of Jumia Advertising, Jumia said,
We are thrilled to introduce Programmatic Advertising as a game-changing solution for our valued partners. Jumia Advertising has always been committed to driving innovation in the digital advertising space, and this is a testament to that commitment. With Programmatic Advertising, we aim to empower sellers and advertisers across Africa by equipping them with the cutting-edge tools and insights needed to make data-driven decisions and achieve superior campaign results.
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Dentsu partners with Moving Walls to bring accountable DOOH advertising to Africa
Moving Walls has teamed up with Dentsu Africa, a global digital marketing and communications company, to create an advanced Out-of-Home (OOH) advertising technology platform for various markets in Africa. This new partnership will provide a full-stack solution for OOH advertising, using innovative technology to help brands reach their target audiences in an effective and accountable way.
Through this partnership, Dentsu Africa is launching a DOOH tech solution that is powered by Moving Walls. The solution includes a supply-side platform that consolidates OOH inventory information and provides advanced inventory and campaign management tools to media owners. Advertisers, on the other hand, will have access to advanced DOOH activation and measurement capabilities through a single platform. The solution is launching in three of the biggest African markets, with pilot campaigns already in place for some of the top brands.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising
Statista estimates ad spending in the OOH advertising segment in Africa to reach US$198.00m in 2023. The OOH advertising industry in Africa is growing and attracting a relatively higher percentage share of advertising compared to other regions, with studies suggesting it accounts for 13% of advertising revenue in most key African markets. The continent’s large and growing population, fast-growing middle class, and young population make it an attractive market for businesses and brands. OOH spending has continued to grow, with the rise of digital screens in shopping malls, airports, and residential areas.
Alex Tutu, Regional Director at Dentsu Location Services said,
With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. It is especially important that this is a tech solution that allows for flexible customizations for the different markets we are launching in.
Srikanth Ramachandran, Founder and Group CEO of Moving Walls added that such a partnership is ideal to quickly scale solutions to a region where OOH remains fragmented.
Our platforms have been battle-tested in regions where even neighboring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising.
Interesting Read: Lemma and Maxamtech partner to offer real-world DOOH clients Metaverse Billboards
TikTok For Business Introduces New Ad Format With Spark Ads
TikTok for Business launched Spark Ads- a new native ad display format that allows brands and businesses not only to boost their own popular organic posts but also amplify relevant content shared by the community. The short video sharing app announced the launch of the ad format in the Middle East, Africa, and Turkey region.
TikTok for Business is a global brand and is designed to provide marketers and brands technological innovations to be creative and engage the TikTok community. Brands looking to build a strong content strategy can scale up original creative videos seamlessly through Spark Ads. The format allows brands to measure the success of their campaigns including video view and conversion along with amplifying existing organic video. Furthermore, brands can keep the fun going with TikTok’s two popular features Stitch and Duet that allow users to reinterpret, reinvent, and build on creativity.
Spark ads are different from regular ads as the former allows advertisers to promote videos created by others with their permission. It allows brands to connect with the creators who help bring products and services to life without any middleman. Shant Oknayan, General Manager, Global Business Solutions, Middle East Africa Turkey, and Pakistan, TikTok said,
“With Spark Ads, brands can build long-lasting connections that are authentic and rooted in the community while also delivering sustainable and impactful business value. We’re excited to roll out this new offering to the region, providing businesses across the region with even more opportunities to drive deeper engagement and connection with their audience.”
Project Agora Partners With Taboola For A New Native Content Solution- ‘Explore More’
Publishers have a new tool in their monetization kitty with the launch of Project Agora’s new Native Content Solution, Explore More.
Over 15,000 websites use Project Agora’s Native Content feature in partnership with Taboola to drive revenue, increase engagement and page views, and acquire new customers.
What is Explore More?
‘Explore More’ is designed to make mobile users, who are visiting the publisher’s site directly from social media and apps to stay longer and re-engaging them before they exit with the relevant content recommendation.
Explore More serves organic and sponsored content. However, they feature 70% organic content which increases organic re-circulation and improves revenue.
How Beneficial is it?
Explore More has impressive results on smartphones and Tablets.
On Smartphones, it brings 60% uplift in RPM (Revenue per Thousand Pageviews) and 100% uplift in Organic CTR whereas, on Tablets, it brings a 45% uplift in RPM and 30% uplift in Organic CTR.
How to Use it?
It is simple to use for publishers already working with Project Agora by just adding the Explore More feature to the website. Project Agora’s expert team will undertake all the processes, and there is no work needed from the publisher to start seeing immediate results.
Project Agora’s Publishers such as protothema.gr, alon.hu, a1.ro, alwatanvoice.com have already upped their game by implementing Explore More on their mobile websites
Dimitris Tsoukalas, Regional Director MEA, Project Agora said,
“More than 19 of Project Agora’s publishers, in the Middle East and Africa, have already upped their game by implementing Explore More on their mobile websites. In their battle to retain users for as long as possible and increase ad-revenues, Explore More is a no-brainer, quick win for publishers.”
Also Read: Project Agora Co-founds the New EMEA Video Advertising Platform- Union
