Dochase disrupts Advertising Landscape with New Technology




  • By Anayo Ezugwu


Online advertising in Nigeria is moving to another level with big brands and small businesses now having equal advantage of reaching their target customers. The launching of Dochase, an online advertising application, is repositioning online advertising in Nigeria to accommodate small and medium enterprises.

This new technology uses big data (data sets that reveal people behavioural pattern) to determine their products preference. Chibuike Njoku, co-founder, Dochase, told Realnews that internet users have high potentials of clicking adverts placed by Dochase because it relates to either what they’ve searched for before or it relates to their interest.

Unlike Google advert which is expensive for smaller advertisers to afford, Dochase takes in smaller advertisers and boost their reach to customers in internet. Njoku said while Google require advertisers to have websites before running their campaign on different media platforms, Dochase gives them the same exposure even without a website, especially for artisans and professional service providers.

“You can use your blog; you can use your phone number. Once people click on your advert, it displays on your phone number and they can put a call to you. Think of a makeup artist residing in Ikeja, who wants people living around Ikeja to patronise her. She doesn’t need a website. All she needs is the banner bearing her phone number. The advert appears on publishers’ websites, which include leading websites in Nigeria, US and other parts of the world.

The customer sees the makeup that the artist has done and put a call across. The small businesses just want people to call them. They don’t have enough resources to build websites or e-commerce shops. They want people to call them. Hey, I want you to come and do makeup for me. My car is down I want you to come and repair it,” he said.

Njoku said Dochase has access to over 90 million customers monthly in top places where people go to read news, sports, or generally browse. “For an advertiser that is placing advert on Dochase, he is sure to have wide reach on top media. In addition to wide reach, he is going to reach the actual people who really need his product. He’s going to spend money to only those actual people as against throwing money to every kind of person.”

Dochase is a self serving advertising platform that has been running for two years. It was co-founded by Njoku, a young Nigerian. He had a stint in journalism, worked in the bank for 13 years during which he developed Dochase before resigning to build it into a global brand.

Dochase is a pioneer of programmatic advertising in Africa which basically helps users to target the right customers on mobile or desktop by GEO’s, device, IP, Carrier etc. With such users are capable of making sure that their budget is expended in the right direction and that they can make the best out of their resources.

As an advert exchange, Dochase gives local publishers the opportunity to interface with various advertisers worldwide and vice versa. The advert exchange incorporates the basic principle of demand and supply and as such it creates an environment to make the best options available for both suppliers and buyers of traffic.

Advertisers can sign-up on and create their campaigns, determine how much they want to spend on their advert campaign and upload the banner.


– Nov 3, 2017 @ 14:18 GMT |


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