Case Study: The Citizen achieves 200% mobile traffic growth and 3x unique visitors with Marfeel

The Citizen - Customer Case Study

The Citizen, a South African daily owned by Caxton since 1976, faced declining engagement as readers moved to mobile and demanded a faster, app-like experience plus better mobile monetization. To address these goals—improving UX, creating a dedicated mobile site, and developing a mobile ad strategy—The Citizen engaged Marfeel to deliver a mobile-first website and monetization platform.

Marfeel built a lightweight, app-like mobile site with custom designs for The Citizen’s supplements, dynamic ad insertion, SSP integration and in-cloud updates to ensure fast loads and smooth engagement. Within a week mobile traffic jumped 200% and overtook desktop; after launching Marfeel in May 2017, The Citizen reached about 3 million unique visitors and over 18 million page views by August 2017, with a 3x increase in monthly uniques, a 6x increase in monthly page views and significant uplifts in mobile ad revenue.

The Citizen

Charles Cilliers

Digital Editor