MailOnline to enter SA market, appoints ad partner

The world’s most visited English-language newspaper website, the Mail Online, is set to enter the South African market as it looks to leverage the large readership it already enjoys in the country.

The popular, and frequently controversial, site sits just outside the country’s top 50 sites above the likes of Supersport and the BBC. There is plenty, then, for some of South Africa’s biggest online pubishers to be scared of.

As the publisher looks to expand it’s African focus, it’s appointed AddSuite — the Ole Media-owned digital advertising services company offering ad-serving solutions, real-time-bidding, programmatic buying and selling, managed ad campaigns, and premium ad sales — as its advertising partner in the country. AddSuite will be the exclusive representative of MailOnline in South Africa and have additional responsibility for promoting and selling advertising for MailOnline in and across sub-Saharan Africa.

“With over two million unique visitors per month in South Africa and four million across the region, this is a very important market for MailOnline. We look forward to AddSuite connecting South Africa’s leading advertisers to MailOnline’s highly engaged and valuable readers.”

As MailOnline’s official reseller, AddSuite will manage the publisher’s suite of inventory, optimising programmatic revenues and driving brand sales with South African and sub-Saharan African based advertisers.

“This is a hugely significant partnership for both AddSuite and MailOnline – a true pioneer in the digital media space. We are proud that we have been selected to help grow the MailOnline brand. This is also perfectly aligned with our strategy of engaging with the African digital audience through the world’s leading brands.”