There are few words as powerful as ‘transformational’, but that is one way to describe the work of UK based AdTech company DOT.
Founded in London in 2018, they are already bringing powerful new technologies to the African continent. The mission is to provide Premium Digital Publishers such as Nairametrics with solutions to dramatically increase their earnings whilst protecting individual reading experiences.
“Revenue is essential, but readers need to be protected at all times” says DOT Co-Founder Nick Price. “Publishers and Advertisers need to work together to find this balance”.
So far though the results are outstanding. Publisher revenue is up by an average of 67%, and up to 500% in some cases.
The Start of a Partnership
Nairametrics were one of the first Publishers in Africa to partner with DOT in Mid 2020, and since then the relationship has flourished. “We were honoured to welcome Nairametrics as partners given their premium brand positioning, reputation for high-quality journalism, and digital innovation” says Nick. “They are setting the standard for journalism both within Africa and globally, and we are happy to support them wherever we can”.
The Technology
DOT offer a number of tech solutions but all have two clear goals in mind, significant improvements in revenue, and positive reader experiences. DOT | Smart Lazy for instance uses Artificial Intelligence to adjust the location and frequency of ads in real time. It understands page layout, reader interests and context to help determine the optimal ad set-up for each user.
Advertiser Demand
Nairametrics amongst others are also benefiting from the move towards direct advertising deals. Global businesses from London, to Lagos, to Los Angeles are hungry to reach new African audiences. They have demands for growth but are typically irked by the large commission fees charged by firms such as Google and Facebook for use of their networks.
DOT has been incredibly successful in lowering marketing costs for businesses through their direct connections. They offer an integrated suite of growth services including Direct Advertising, Diaspora Advertising, Crypto Advertising, Content Marketing and more which can complement any branded marketing campaign.
For advertisers looking to reach African consumers domestically or a targeted diaspora abroad, their Advertisers Website is probably the best place to start.
The African Decade
But why has a London based company decided now is the right moment to invest so heavily in Africa? Well, this is all part of what DOT calls the African Decade. Certainly this is a realization that over the next 10 years the African continent (and Nigeria specifically) is likely to see the swiftest growth economically compared to anywhere else in the world. With fast-growing populations and rapid increases in internet penetration, it’s clear to see the numbers stack up.
It’s also reasonable to suggest the impact of a sustainable media goes beyond the revenue statistics. A diverse and financially robust press has never been more necessary. With misinformation rife across Social Media it is widely agreed that trusted information sources should be protected wherever possible.
“A diverse and respected media with financial certainty should be both an aspiration and achievable” says DOT co-founder Abel Maloum. “This is what inspires us every day”.
Who can benefit?
As part of DOT’s mission to support Africa’s growth trajectory, the restrictions are few and far between.
Whether you are a premium Publisher or growth demanding Advertiser, you can register your interest and discover more at dotaudiences.com.
