Ayodeji Ayenuwa
In a strategic move for digital advertising in Africa, Jumia Advertising has unveiled its Programmatic Advertising service. Designed to empower brands and SMEs, this cutting-edge service opens up new possibilities for advertisers and sellers, with a monthly audience of over 27 million unique visitors across various African countries.
“Programmatic Advertising on Jumia enables advertisers to control their targeted audiences, budget spends, and campaign performance through a real-time dashboard,” said Massimiliano Spalazzi, CEO of Jumia Nigeria.
There are two distinct collaboration options available. The first, referred to as the “Preferred Deal,” caters to both sellers and advertising agencies. It allows brands to utilize their first-party data for precise targeting and optimization.
“The second type, ‘Private Auction,’ is exclusively available for advertising agencies, providing an opportunity to launch awareness campaigns targeting e-commerce customers at significantly lower costs per thousand impressions (CPM) compared to benchmark CPM rates,” added Spalazzi.
Menna Samir, Group VP of Jumia Advertising, emphasized the significance of this launch, stating, “We are thrilled to introduce Programmatic Advertising as a game-changing solution for our valued partners.”
This strategic move is part of Jumia’s plan to boost revenue and accelerate its path to profitability. Notably, in 2022, Jumia Advertising ranked third globally in Digital Ad Revenue Growth and claimed the top spot in Africa, according to e-marketer’s rankings.
Techrectory with Agency Report.
