The Challenge:
As a publisher, Umuntu Media’s revenue is sourced from advertising sales. In order to sell the media space on their portals there needs to be a considerable number of users visiting their portals. As such, each time Umuntu Media launch in a new country, they run an advertising campaign to create an audience on a Facebook page. Once the audience is large enough, the country portal is launched, and the advertising campaign is changed to drive users directly to the country portal.