CIO East Africa (Nairobi)

12 March 2014

Kenya: AD Dynamo Launches Africa's First Content Marketing Platform

Ad Dynamo has launched a Content Marketing Platform dubbed as Ad Dynamo's Paid Content product which will allow brands to explore thousands of publishers, negotiate a price to have specific content produced, review and approve the content as well measure the performance of the content.

The South African-based ad network with about 50,000 publishers, hopes that the product will help advertisers and agencies connect with top blogs and websites that could produce customised content across the web.

According to the company, publishers will feed their Google Analytics datails into the system seamlessly thereby giving brands the confidence that they are making decisions based on trustworthy data.

Ad Dynamo also provides measurement of the content after it is published -monitor impressions, unique impressions, clicks, unique clicks and CTR. The pricing model is a fixed fee, negotiated upfront. This means that theeffective CPM & CPC gradually reduce over time as can be seen from thisdata extracted from the first few campaigns that have been run.

Publishers who sign up to the product would receive offers from brandadvertisers to produce content on their sites and then negotiate pricing withthe advertiser directly to produce the custom content.

For advertisers, they would be able to visually explore and discoversuitable publishers and gain real-time access to statistics and reach of eachpublisher. They would also be able to review unique users and reach of eachwebsite before making an offer to have content produced.

The company has offices across Africa including Cape Town, Johannesburg, Lagos with plans underway to open offices in Nairobi.

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