11 February
Adgator’s advertising reach soars
According to the latest numbers released by Nielsen Online, Afrigator Internet PTY (ltd) has the ninth largest audience reach in South Africa. The new advertising reach is largely due to their Adgator network which serves ads on local blogs.
A spectacular growth of 1079% in just a month, Adgator managed to draw an astounding number of collective unique ad impressions from their blog advertising network – 628,878 impressions.
The success not only demonstrates the huge untapped potential that the blogging world holds in South Africa, but it also presents a new opportunity for advertisers to reach out to vast audience. Meanwhile they’ve been busy with quoting new deals with 343 of SA’s best blogs – a number that keeps growing.
Voted as one of the Top 10 International Products for 2008, it seems that the company is definitely on an ascending trend. Although we know they can deliver, we’ll have our eyes on the Afrigator dudes
February 11th, 2009 at 10:16 am
So are you saying that Afrigator is the ninth biggest audience in SA because of other people’s blogs, not the Afrigator or Adgator sites? Is this not skewed then, because the Neilsens tracking is not reflecting actual visits to Afrigator or Adgator but in fact visits to other people’s sites?
February 11th, 2009 at 10:24 am
Hi Richard
Adgator’s audience reach is the 9th biggest in SA because of their ability to serve ads on all the blogs in SA (who has joined their network)
Its not their traffic/audience to Afrigator/Adgator but their advertising reach
Their press release is confusing but I think I made sense of it
They need demographics for their advertising network to sell to advertisers – thats why they use Nielsens to track the impressions
February 11th, 2009 at 10:40 am
I see. Is this not creating a false reading on Nielsens to some extent however? This would be like Doubleclick claiming to have 400million impressions (as site visits) when in fact they are merely serving ads.
February 11th, 2009 at 10:41 am
Are we saying IOL is about twice as popular as 343 of SA’s best blogs combined?
February 11th, 2009 at 10:52 am
Charl, yes you’re spot on with your summary.
Richard, it is somewhat skewed and we’re working with the OPA to resolve this. The most important thing for us is to get the demographics and audited stats because we’re selling off this inventory. So, while blogs are not under our ownership the onus is on us to use the blog inventory to sell off that.
February 11th, 2009 at 10:59 am
Thanks Justin
@Niel – IOL, News24 .. etc has double the traffic of all the blogs on Adgator – not just the top 343
News24 and IOL are the only local brands that consistently reach million uniques +
February 11th, 2009 at 11:11 am
Charl. Just to clarify. Adgator only has 343 blogs in total. We don’t have thousands serving ads, just the selected few.
February 11th, 2009 at 7:18 pm
Doh! Obviously, I mixed Afrigator and Adgator – sorry!
Fixed.