Three weeks ago, Jumia Kenya CEO, Sam Chappatte, through a LinkedIn post revealed that the e-commerce giant was planning to launch what they’re calling Jumia Advertising in Kenya. What this basically meant is that Jumia was now opening its online platform to brands and corporate organisations for advertising.
They made this launch official today at a media event held at Movenpick Hotel in Nairobi. With Jumia Advertising, brands will be able to run targeted ads to thousands of consumers who visit the Jumia website every day.
“20% of active internet users in Kenya are on Jumia each month. We know our customers well – what they shop, how much they spend, etc – and can use this to present relevant adverts to them. This can enable our customers to discover relevant products & services, and will become a powerful digital marketing channel for advertisers,” said Jumia Kenya CEO, Sam Chappatte.
Chappatte further noted that their messages will reach highly targeted segments, right at the moment of purchase. For DSTV for example, the ads will be presented to people who are buying new TVs, or when selling beer, key messages can be shown to customers who are looking at a competitor’s products.
“We are launching Advertising in response to significant demand from agencies & brands. For effective digital marketing campaigns, you need data. This is what is special about our solution – and why leading brands that have been piloting with us over the last months are coming back for more” he added.
With operations across 11 countries in Africa, Jumia plans to target users geographically and segment them based on their shopping behaviour at the most granular level. This new advertising service, Jumia says will be able to deliver better digital marketing performance with customer data.
The launch of Jumia Advertising Services is part of the company’s 2020 Strategy to increase the monetization of their platform. The company confirmed that they will also be opening up their extensive logistics network to third parties (eg for deliveries of packages, even those not sold on Jumia).
Jumia has also hired a Business Development lead to be in charge of this new service as the company also seeks to raise more revenue.