Posts Tagged ‘Afrigator’

Posted on November 11, 2008 - by Justin Hartman

Adgator - Africa’s First Blog Advertising Network

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In December 2007 I did a presentation at 27dinner in Jo’burg where I previewed the first Beta version of Afrigator. Most people at the time thought we were going to announce an acquisition but alas it really was just geeky from start to end.

One of the key points I raised in the presentation (sideshow here, video here) was that we were going to implement a revenue model for the website and in turn share the revenue with the bloggers. Ramon was the first person to ask how we planned on doing this but at the time we were still unclear as to the model and in truth it’s taken us almost 11 months to figure this one out.

Enter Adgator - a newly launched product, under the Afrigator stable, that links our blogging network to advertisers and helps to monetise blogs in a way that Google Adsense and other forms of online marketing simply can’t do.

The more I’ve been watching the collective growth of our network the more I’ve come to realise just how powerful blogs are in relation to other traditional websites. As an example, the top 100 blogs in South Africa (as measured by Afrigator) account for more than 1.7 million unique users and serves over 5.6 million page views each month.

This makes the network as powerful in terms of audience reach to South Africa’s #1 local website, News24, which also serves around 1.7 million uniques each month ~ (Nielsen Netratings - Q2 June 2008).

The scary part for me is that more than 1,200 blogs registered on Afrigator haven’t implemented our tracking code so they can’t be added to these figures and if you had to add them to the mix I have little doubt the network would look a whole lot different.

So, with a total network cap of 3.2 million unique users and 7.9 million page views I’ve often wondered how we can use this network to all of our advantage and I believe Adgator is the answer to this pondering.

The concept of Adgator is simple. Sign up as a blogger, insert a piece of code into your blog theme and we’ll go out and find advertisers who are willing to spend money. Each time a blogger sees one of our ads on their website they know that they’ve made money. Initially we’ll be sticking to a CPM model because that’s what advertisers understand and we will share 50% of the revenue with bloggers.

This model means that a blog serving as little as 2,500 page views a month can make R300 for doing nothing and if you’re lucky enough to be a high-traffic blog your earnings could be as high as six figures. Our aim with Adgator is to be as transparent as possible and all blog owners will have their own access to our system so they can track their earnings in real time. In our reporting we break down cost, revenue share and total income so the blogger knows exactly who’s getting what.

As an advertiser or media planner the value proposition is easy to quantify. Without realising it at the time Afrigator has been indexing, filtering, categorising and profiling blogs in a way that is perfectly tailored for this business model. Instead of throwing a banner up on a major traffic website we can now offer real, targeted advertising to markets and audiences that fit an advertisers’ needs perfectly.

Adgator excites me in a way I can’t describe. The possibilities are endless really but to start off we’ve invited 100 of SA’s top blogs to the network for a pilot program. Invitations were sent this morning and we’re in the process of finalising some exciting advertisers that will really compliment the product and blogs that the creatives appear on.

In the first quarter of 2009 we plan to implement this blog ad network in Kenya and Nigeria so watch this space for more details on these announcements.

If you’re a South African blogger and you didn’t get an invite but want to be a part of the network please visit the site and sign up. We’re certainly not going to limit the network to 100 blogs and the quicker we can build the network the better.

I’m sure you’ll have some questions, please feel free to ask me anything…

Posted on November 7, 2008 - by Justin Hartman

Thoughts on my first month in Cape Town

To be honest I have to say that I can’t believe it’s only been a month since we moved to Cape Town. So much has happened this past month that I feel like an old pro navigating my way through the Mother City and living the relaxed life.

Well, not sure if that’s all entirely true but we are all settling in very nicely which is hugely positive for me. I certainly feel like we’ve made the right decision coming here.

On the work front I’m amazed at how much we’ve managed to achieve in the last 30 days. For the first time ever Stii and I have been in the same place for longer than a couple drinks and having Lester on board has been a blessing in disguise.

Lester has managed to turn the Afrigator Blog into an entertaining read and people are actually enjoying it. His skills from a marketing and product perspective has been invaluable and he’s really helping to humanise Afrigator in a way that I don’t think we were able to do.

In total, Lester and I have done 24 meetings this past month, Stii lectured at Nomadic Marketing and I did a brief session at the Graduate School of Business and we’ve meet some great people along the way. As a result we’ve established some really exciting partnerships and some of these are going to filter through in the next month.

Stii has been working very aggressively on rewriting Afrigator once again. We got to a point with Afrigator where we realised that a lot of what we plan to do in the coming months were not possible on our current framework so Stii’s been living off coffee and beer ever since. We joke and say that Stii does the only real work in this company and in truth, without him I don’t think we’d be as good as we are!

This month has been fantastic but the real reward has been seeing how a focused approach has really helped Afrigator gain some traction and growth. To give you an idea we increased our unique user base by 83% and our traffic to the site increased by 181% from September. We had a record breaking month which should make our shareholders happy.

I do realise that every month is probably not going to be as good as this past one but I feel extremely positive about our business and the direction it is going. While most of you can’t yet see the fruits of our labour it will become visible very soon.

Posted on November 4, 2008 - by Justin Hartman

We’re one of the 100 trendiest companies in Cape Town

According to Springleap, Afrigator has been selected as one of the 100 trendiest companies in Cape Town.

What’s cool about this though is that we’re in the list with Ogilvy, Jupiter, Young & Rubicam, Vodacom and Investec to name but a few. I wonder though if Springleap have seen our offices yet?

That said, our company has been given a 25% discount coupon to use on Springleap and if you’d like to T from them just use AFRIGATOR as the coupon code when purchasing.

Posted on October 28, 2008 - by Justin Hartman

State of the Afrosphere - my presentation at 27dinner Cape Town

Here is my short presentation I gave last night at my first Cape Town 27dinner. I tried to have a look at the state of the African Blogosphere as reported by Afrigator.

Disclaimer: This is not authoritative. It simply highlights the data that we have available on Afrigator and is not meant to be conclusive in any way.

Posted on October 16, 2008 - by Justin Hartman

Moving to the Mother City

It’s been 13 days since I shipped my entire family down to Cape Town and what an experience it has been. We’ve gone from this chaos in Johannesburg:-

To this ordered chaos in our new home in Cape Town:-

I have to say that moving to a new city is really not as easy as it seems and proved to be an immense challenge for all of us.

When we knew that we’d have to move it really seemed like an awesome idea at the time. I mean, who wouldn’t want to move to a city with reduced crime, beautiful oceans, mountains and a better overall quality of life?

While I am not regretting the move at all I didn’t/couldn’t anticipate how trying this would be both emotionally and physically to all of us - including the people we left behind. Packing boxes is no fun, unpacking even less, but the really difficult aspect has been the emotional loss of our families and friends.

As adults, Colette and I are able to understand our emotions and deal with them accordingly but what we’ve found with Luke, our five year old, is that this is not so easy to do. While Luke is content about 90% of the time there are moments when he’s tired and run down and it’s then that he yearns for his family and our domestic worker left in Johannesburg.

This is gut wrenching stuff for us but we’ve just tried to make it fun for him to try and mitigate the loneliness and heart-ache he’s experiencing.

On the work front I’m loving every minute of being involved in a startup. These are exciting times for Afrigator and at the moment we’ve been working hard on setting up relationships with people here in Cape Town as well as working on some interesting developments for the website and community.

There is a new and different kind of stress being involved in Afrigator but at the end of the day I’m doing this for myself which makes it very motivating and highly exciting. I really think we’re going to do some awesome things over the next two years.

Finally, on the blog front, I’ve decided to change my writing style and theme somewhat. Moving forward this blog will highlight my experiences running a startup which I’m doing mainly to alleviate some of the stress and I’ll also be writing more about my personal life and the adjustment to life after Jo’burg.

In short this blog is about startups, technology and life and you can expect this to be the core focus moving forward. Not sure how much I can post these days as things are pretty busy but I’ll do what I can when I can.

Posted on October 10, 2008 - by Justin Hartman

This is what happens…

…when you don’t bring cake to the office on your Birthday!

Posted on September 30, 2008 - by Justin Hartman

The end of an era

Today is my last day at Avusa iLab. At the beginning of September we announced that MIH Print Africa had acquired a stake in Afrigator - a project I’ve been working on since early 2007 - and as a result I’ve been finishing up work and preparing for the big move down to Cape Town.

Making the decision to leave was simple to make in that Afrigator is a passion of mine and I’ve now been given the opportunity to work on my passion full time but on the flip-side it was also extremely difficult. Over the last 14 months I’ve built up very special relationships with Colin, Gregor, Ian and Robin and we’ve grown very close as a team and as a friends.

Together I believe we have provided immense value to the company and I know that I am leaving the iLab in very capable and safe hands. I will now have the opportunity to sit back and watch what the guys produce over the coming months and I look forward to seeing them assist in helping the company reach its goals and objectives.

All I can say is that they will all be sorely missed.

Moving to Cape Town is something I and my family welcome and are looking forward to and while we’ll all miss our family and friends this move will be a life-changing experience for us all. As a parent I couldn’t ask for more than to bring my kids up in a city that has so much to offer and our quality of life is going to improve dramatically as a result.

Packing is now well on its way and on Sunday morning we move into our new home in Claremont. I don’t think we can yet quantify what this all means but I’ll post my experiences on the blog in the coming days and weeks.

Wish us all luck.

Posted on September 29, 2008 - by Justin Hartman

Luke Loves Afrigator

I tried to get a better pic of my son smiling however this was the best I could get.

Posted on July 4, 2008 - by Justin Hartman

Regator.com update

Earlier today I posted this in which I argued that Regator may have stolen Afrigator’s brand.

I have to say that while Regator has certain elements that share a close resemblance to us I’m of the opinion that Scott and his team did not do this maliciously as I had initially suspected.

I was fortunate enough to have a discussion with Scott Lockhart (co-founder) via email where he assured me that they had not even heard of Afrigator until today. He also gave me access to the Regator beta website and I’ve gone through it extensively.

Having spoken candidly with Scott and seeing what Regator is all about I’m convinced this was simply a coincidence. If anything, Regator is a mashup of a content aggregator with Digg/Reddit style bookmarking functionality and I can now see that when Regator goes live there will be little confusion between our two respective sites.

I wish Scott and his team all the best with their new venture. It’s a tough market but they’re off to a great start.

Posted on July 4, 2008 - by Justin Hartman

Regator.com steals our brand - coincidence?

I’m not sure how I feel about this.

Regator.com went into private beta today and I picked it up via this Techcrunch article. They’ve also got great exposure on ReadWriteWeb and even Mashable.

These guys are a blog aggregator that not only use the Afrigator crocodile, similar domain name and colour scheme and I have to feel this is a little more than a coincidence.

There is little doubt that Mike, Stii, Mark and myself will need to speak to our legal team to find out what action we can take on this.

What do you guys think?

UPDATE: I’ve had a long chat with Scott from Regator and I’m now convinced it was a coincidence. Please see my updated post here.