Opera ex­pands ads into Africa

Lesotho Times - - Business -

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.

— zd­net

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