LOS ANGELES — MobAds (trading as MobileWebAdz), the global advertising network based in London, completed an asset acquisition of BuzzCity, based in Singapore.
The newly formed group aims to strengthen their overall market position as a global, mobile-focused advertising network with “the combined scale of over one billion impressions and 35 million clicks a day.” They anticipate further geographic reach into the emerging smartphone markets of South East Asia (Indonesia, Thailand, Malaysia), South Asia (India and Bangladesh) and Africa.
Both businesses currently focus on direct response mobile marketing, but with the addition of BuzzCity, the group can now serve brands alongside direct response products, further diversifying their offering. In addition to the limited overlap in clients, publishers and advertising formats, the MobAds group looks forward to “extensive new lucrative, synergistic opportunities” for its existing and new partners.
MobAds CEO Sacha Jacobs commented, “The mobile advertising segment still shows enormous growth potential for the next four years, with a doubling of smartphone penetration in the emerging markets. As the availability, affordability and desirability of smartphones has increased, penetration of this device will continue to surge in that region. It now provides our group the perfect opportunity with BuzzCity's stronghold in Asia and Africa, aligned to our existing client base in North America, South America and Europe, to continue to offer the reach and scale our local and global partners want.”
“The BuzzCity acquisition adds another page to MobAds’ long successful mobile advertising history,” he added.
Launched in October 2006 and based in London, MobAds is a mobile performance ad network, whose aim is to provide global reach across more than 200 countries
MobileWebAdz, Reporo and BuzzCity are brands within the MobAds group. IBIS Capital Ltd was the advisor of MobAds on the acquisition. Kemp Little LLP provided legal advice.