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The South African Boosts Mobile Traffic and User Engagement with Marfeel
Technology Category
- Analytics & Modeling - Real Time Analytics
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Functions
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
- Search & Rescue
Services
- Cloud Planning, Design & Implementation Services
The Challenge
The South African, a multi-platform media source for South Africans living around the world, was struggling with the monetization of its mobile traffic due to slow speeds and lackluster user engagement. The site was also experiencing high bounce rates as it struggled to hold users’ attention beyond the time it took to read one article. The primary goals for The South African were to improve monetization and enhance the overall user experience, while ensuring that the features and widgets already successfully generating revenue would remain on the site. The goals for the South African’s mobile website included increasing page views per visitor and time spent on site, enhancing distribution with Google AMP and Facebook Instant Articles, and improving website loading speed and user engagement by implementing a dynamic, multi-screen strategy that addresses all mobile devices and OS s.
About The Customer
Established by the Blue Sky Publications group in 2003, TheSouthAfrican.com is the only multi-platform media source for South Africans living around the world. Editorial teams reporting from Cape Town, London, and Brisbane provide vital, up-to-date coverage of news, events, sports, entertainment, community, travel, and business for an audience of global-minded, well-educated South Africans. Its loyal audience is a culturally-unified community from South Africa to the United Kingdom, Australia and New Zealand, to Canada and the U.S. The South African reaches a loyal audience of two million-plus unique visitors monthly—and those numbers are growing rapidly.
The Solution
To achieve the best results for The South African, Marfeel’s enterprise solution was selected. This solution aggregates millions of premium advertiser ads and manages all ad space with a supply-side platform, optimizing real-time bidding to maximize revenue. The solution delivers one-point integration to all ad networks and a new financial content-sharing ad network to serve its largest client, while retaining a Taboola content-sharing widget and custom forms. Google Analytics tags ensure that content statistics can be tracked at the authorship level to continue monitoring writers. With the new mobile app engineered by Marfeel, The South African is easier to discover in search results, reaches a wider audience, and fosters deeper engagement.
Operational Impact
Quantitative Benefit
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