South African ad-tech startup Naritive is challenging the persistent issue of digital ad fatigue with its innovative platform for interactive advertising. Since its launch in early 2024, the company has seen rapid global adoption, with over 100 brands and agencies across multiple continents using its technology. Naritive’s approach transforms standard display ads into engaging experiences, directly addressing the industry-wide problem of banner blindness and low user engagement.
The Genesis of an Idea
The company was born from the direct industry experiences of its co-founders, Rafiq Phillips and Nicolas Van Zyl, who were deeply embedded in digital marketing. While managing campaigns for major brands like MTN South Africa, Phillips consistently encountered the underperformance of traditional display ads. Drawing on his background in software development, he created a prototype to solve this critical engagement gap.
This initial concept quickly evolved from a prototype to a fully functional platform within just three months, a period that coincided with the company securing private funding. This early investment provided crucial validation and resources, enabling Naritive to qualify for the prestigious Google Startups programme. The timing proved pivotal for the company's launch and its subsequent growth trajectory in a competitive market.
A New Approach to Digital Advertising
At its core, Naritive is an ad-tech platform that allows brands to create and deploy highly interactive ads across the open web. Its flagship products, “Ad Stories” and “Ad Social,” mimic the engaging formats popular on social media, incorporating features like polls, quizzes, and live e-commerce feeds. This transforms the traditionally passive experience of viewing an ad into an active and participatory one for the user.
Business Model and Market Traction
Naritive offers a flexible business model with two primary service options: a fully managed service for clients seeking end-to-end campaign support and a self-serve SaaS platform for agencies that prefer direct control. Its revenue is generated through a transparent CPM-based technology fee, a model that has helped the company generate approximately $2.5 million since its launch. This approach has fueled its impressive market traction and attracted significant repeat business.
Differentiating Through Engagement
The company's primary competitive advantage lies in its proven ability to drive user engagement, a claim independently verified by the attention analytics firm Lumen. According to their findings, Naritive's ad formats achieve significantly higher brand recall and click-through rates than standard display advertising. This data-backed performance provides a compelling value proposition for marketers focused on achieving a stronger return on their investment.
From South Africa to the Global Stage
While its technology is proudly developed in Johannesburg by an all-South African team, Naritive has successfully established a global sales footprint. In less than two years, the company’s presence across Africa, Europe, the Middle East, and the United States demonstrates that African-built technology can thrive on the international stage. The startup is now planning its next phase of growth, with expansion into connected TV and AI-powered creative tools.
In conclusion, Naritive's journey from a local prototype to a global ad-tech contender highlights a significant shift in digital marketing toward more meaningful user interactions. By focusing on engagement rather than just impressions, the company has created a powerful solution to the enduring problem of ad irrelevance. As it continues to innovate, Naritive is well-positioned to play a key role in shaping the future of digital advertising.