Why Ad Networks will define the future of Online Marketing in Africa

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By DIGITAL SABI
Published: February 5, 2010

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In Europe and the USA Ad Networks have reached their maturity levels and are heading towards a fate of extinction. The fate is the result of advertising exchanges that allow any publisher to allocate inventory to be traded at fair price.

Google, Microsoft, AOL, Fox, Yahoo!, and many others are moving into the Advertising Exchange market with possibilities of all digital advertising including online, TV, radio, print, etc.

The dilemma of the Ad Networks is far from being a reality in Africa. Media fragmentation in the region remains a major challenge for Advertisers intending to reach the more than fifty million internet users in the region. The Ad Network model here was long overdue. It was only in 2008 that sabiOne, the first Africa Ad Network was launched.

There are now two major Ad Network players in Africa’s display market namely sabiOne and Afrigator each with different media focuses. With over 120 leading websites across Africa, sabiOne aggregates major online news publications. Afrigator on the other hand is a blogs aggregator. Estimated Africa online population is over 50 million with potential to grow in the coming years.

With increased uptake of Online Marketing among major Africa brands, 2010 could herald a big change in the way some of the big media agencies and big brands targeting consumers in Africa buy display advertising.

“Africa is a continent of cultural diversity with national online portals being market leaders in each country. Media fragmentation is a challenge for international advertisers and their media plans. The Advertising Network model offers the basis for efficient, successful and pan-African online marketing solutions. ” said Chipo Madusise, the Founder and CEO of Sabi Digital, the company that owns sabiOne Africa Ad Network.

“Ad Networks in Africa will define and drive Online Marketing in Africa in 2010″. she said.

http://www.sabidigital.com

http://www.afrigator.com

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