Opera expands ads into Africa
NEW YORK — Opera Mediaworks, the Norwegian browser maker’s US-based advertising subsidiary, has acquired South African mobile ad network AdVine.
The buyout gives Opera Mediaworks a partner which has been selling Opera’s own mobile-ad inventory, as well as inventory it manages on behalf of third parties, such as mobile network operators, in Africa.
It’s an important market as many consumers on the continent access the internet directly through mobile, echewing the desktops so many in Europe and the US rely on and earning it the name ‘mobile-first Africa’.
AdVine sells a number of Opera-based packages, such as targeted advertising, to users of the Opera Mini browser Smart Page, as well as ad inventory on Opera’s operator partner pages, and paid promotion in Opera’s app store.
Opera Mediaworks hasn’t disclosed the value of the deal but says it plans to significantly expand its investments in people and resources across the African continent.
“Africa is positioned to become the ‘mobile continent’ with experts predicting an explosion in mobile data usage over the next five years,” said Mahi de Silva, CEO of Opera Mediaworks.
“We are particularly excited about the hundreds of millions of African and global consumers who will be glued to the African Cup of Nations in 2015.”
The purchase of AdVine is the latest in a string of mobile advertising purchases that take Opera deeper into different regions.