South African digital publishers announce advertising partnership
Tiso Blackstar and Gumtree to collaborate on shared data project.
On Thursday, 1 August 2019, Tiso Blackstar and Gumtree South Africa – two online publishers based in South Africa – announced a partnership that plans to expose online audiences to Gumtree’s classified advertising while generating additional revenue for Tiso Blackstar.
“We are really excited about this partnership, combining the trust and credibility of our market-leading media brands, premium audiences and large numbers of online shoppers, with the utility of accessing Gumtree’s incredible database of classifieds,” says Lisa MacLeod, Head of Digital at Tiso Blackstar.
Claire Cobbledick, General Manager of Gumtree South Africa, says, “this is a great opportunity to access new shoppers and audiences, as well as to bring a previously lost revenue opportunity back to publishers. Both Gumtree and Tiso Blackstar are using data to better understand our audiences and optimise the experience for them, and the preliminary results are great.”
The deal hopes to see the inclusion of Gumtree widgets and navigation links on the TimesLIVE and SowetanLIVE sites, pre-filtered for relevance on editorial sections and articles.
“There is a real opportunity in providing editorial context to classifieds, as research shows a greater propensity to buy when a reader is in a trusted environment,” says Andrew Trench, Group Editorial Director at Tiso Blackstar. “Add in the power of our combined audience data, and this takes it to a new level.”
Edited by Jenna Cook
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