SingTel-owned Amobee buys Adconion, Kontera to boost digital advertising might

Acquisitions will give the ad tech player broader cross-channel digital advertising capabilities and a wider customer base

SingTel-owned digital advertising group, Amobee, has attributed its acquisition of digital marketing players, Adconion and Kontera, to the growing need for scale to deliver real-time and more personalised marketing to consumers.

Amobee, which provides a digital advertising platform for advertisers, publishers and mobile operators, announced its intention to purchase the two companies this week. It claimed the deals will strengthen the company’s position as the leading providing of mobile-led digital marketing technology solutions for global advertising.

Adconion provides cross-channel advertising technology encompassing display, video, email and social. The Amobee deal includes its Australian and North American businesses and is valued at US$235 million, or a payable amount of $209m excluding debt.

Kontera provides a real-time digital content analytics platform for mobile, Web and social networks, and has offices in the US, UK and Israel. The purchase price is set at $150m.

Commenting on the acquisitions, Forrester senior analyst, Clement Teo, noted that mobile and digital advertising technologies are the engines of growth for advertisers.

“As more users get locked in a 'contextual mobile moment of need', the opportunity to insert highly personal, contextualised advertising will be the goal for all brands,” he said. “SingTel has made a good bet, but it remains to be seen how it will use the new digital tools to add value for its clients.”

Amobee chairman and CEO of Group Digital Life, Allen Lew, said the amalgamation of the three businesses will help it to deliver more comprehensive marketing campaigns for brands and advertisers across multiple channels.

“These acquisitions will further differentiate Amobee and help solidify its position in the digital advertising market,” Lew said in a statement.

The SingTel Group offers communication solutions globally and has customer relationships with more than 500 million mobile customers.

Adconion Direct CEO and president of the Adconion Media Group, Kim Perell, saw the deal as a way of becoming the leader in global digital marketing technology.

“Data has become the essential ingredient to successfully reach the right customers with the right message at the right time”, added Kontera CEO, Yoav Shaham. “Being a part of Amobee, we can more fully leverage our real-time content analysis platform across the entire digital ecosystem, enabling CMOs to measure and evaluate the success of their brand in ways never possible before.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

Latest Podcast

More podcasts

Sign in