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FACEBOOK TARGETS ADVERTISERS AS SUBSCRIBER BASE HITS 100MILLION IN AFRICA

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Wednesday, 10 September 2014
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One in 10 Africans are logging on to Facebook every
month, the world’s number one online social network
said this week, presenting a new target audience for
advertisers.
Of those 100 million people, 80 percent are accessing
the platform via mobiles on a continent with very low
internet penetration and smartphone ownership, it said.
Facebook’s global mobile advertising revenue jumped
more than 150 percent in the second quarter,
accounting for about 62 percent of overall ad revenue.
“There is a fantastic opportunity for business as well if
you are local or a global business. Knowing that there
is all these people now in Africa that you can connect
with, that is exciting as well,” said Nicola Mendelsohn,
Facebook’s vice president for Europe, Middle East and
Africa.
Seven in 10 African consumers access the internet
through their mobile phones, compared with 6 percent
who use desktop computers, according to an Ericsson
study earlier this year.
Facebook would be pouring more resources into Africa
to understand how consumers use its product and was
considering opening an office on the continent in 2015,
Mendelsohn said, without saying where the office might
be.
The company is customising products to fit the needs
of individual countries, she added. For example, it can
now target users based on their internet speeds.
Facebook has more than 1.5 million active advertisers
and more than 1.3 billion active users globally.
Mendelsohn could not say how much Africa contributes
to advertising revenues but said the Europe, Middle East
and Africa region makes up 30 percent of global
revenue.

postef by:@djshyluckjimmy

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