South Africa’s number one online classifieds destination and largest website, Gumtree, recently appointed leading media sales company, Trafrica, as its mobile advertising partner.
With a core focus on premium mobile media planning and buying, Trafrica has connected advertisers with an exclusive network of premium publishers and brands throughout Africa since since 2003.
Gumtree Country Manager Johan Nel has said that he is extremely pleased with the results thus far. “We know that South African Internet traffic is largely mobile-based, and we felt that Trafrica had both the experience and the knowledge needed to represent us,” says Nel. “We are confident that this partnership will draw even more advertisers to our platform, and that they will be completely satisfied with the results.”
“As we can see from the latest Effective Measures results, Gumtree draws close to 8 million South Africans to the site every month,” says Russell Atkins of Trafrica. “Which means it is a significant platform for advertisers in terms of traffic. We also know that if you wish to speak to the average South African, you have to tap into the power of the mobile Internet. Mobile advertising on South Africa’s largest local site is the near-perfect platform to use and we hope to showcase that in the months to come.”
Atkins says Gumtree has several advantages for advertisers, over and above the volumes of traffic. “The visitors to the site are there with the intent to purchase and they will spend an average of 10 minutes browsing the site weighing up the various options. This mindset is extremely powerful when convincing someone to consider your product.”
Nel says that Gumtree offers advertisers the option to execute highly targeted campaigns. “Our audience is very representative of South Africa in general, with LSMs ranging from 1 to 10, across different age groups, races and interests, but is entirely possible – and advisable – for advertisers to narrow these down to specific verticals and locations.”