Since Africa is one of the largest remaining classifieds opportunities in the world, two of the continent’s leading players in the space have teamed up to build what could become the largest online classifieds entity in the continent.
The merger, which formed a new entity called One Media Africa, brings Kenyan-based, Cheki Africa Media which owns Cheki (autos), BrighterMonday (jobs), and Jobberman (jobs) as well as South African-based Private Property Holdings which owns PrivateProperty (property listing) and SafariNow (travel and accommodation) together to take on international players like Google and OLX.
The main shareholders of the new entity, Carey Eaton, founder of Cheki Africa Media and Justin Clarke, founder of Private Property Holdings met in 2010, though it took both entrepreneurs until 2012 to decide to merge in order to create a new classifieds giant.
In an interview which appeared on the Classified Intelligence Report, a publication of the AIMGroup, the co-founders said:
“One Africa Media is Africa’s largest online classifieds group by traffic, page views, ad volume and revenue. All our brands are market leaders in their respective verticals. Although they are in different stages of maturity, they all generate revenue”.
We tend to agree with that statement.
In case you don’t know, PrivateProperty is a leading real estate portal in South Africa, Namibia and Nigeria, while SafariNow is a leading travel and accommodation portal in South Africa.
Cheki, arguably, the largest auto classified ads site in Kenya, Nigeria, Tanzania, Zambia and Uganda generates revenue by charging auto dealers and private sellers a fee to list their cars.
BrighterMonday and Jobberman, which are the biggest job portals in East Africa and West Africa respectively charges both advertisers and job seekers on their platform.
But perhaps the most interesting thing about this group is its ambitious plan to build its own advertising network that although may be using Google’s technology, could rival the search giant in the classified ads market.
The group now employs 350 people spread across its offices in Durban, South Africa, Lagos, Nigeria and Nairobi, Kenya and believes that its local capabilities is making it win against the big international players such as Google’s Trader, Ringier’s 17 portals in Africa, Naspers’ OLX and Schibsted’s Tradestable.