Opera Mediaworks has acquired AdVine, a mobile ad network in South Africa.
AdVine works with a number of publishers in the region, including the BBC and Shazam, and has a long-standing relationship with Opera Mediaworks, working on its owned and operated mobile-ad inventory in the region. Opera Mediaworks claims the acquisition will give global and local advertisers access to millions of consumers in Africa.
The mobile ad platform plans to “significantly expand its investments in people and resources across the continent”.
Mahi de Silva, chief executive of Opera Mediaworks, said: “Africa is positioned to become the ‘mobile continent’ with experts predicting an explosion in mobile data usage over the next five years.
“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,” he added.
Sarah Utermark, chief executive of AdVine, added: “We’re excited to be able offer unrivaled reach to brands looking to tap into the burgeoning African market as part of Opera Mediaworks’ global mobile advertising platform,” she added.
Financial terms of the deal were not disclosed.
Sub-Saharan Africa is one of the fastest growing mobile markets in the world, with over 600 million mobile phone subscriptions that are predicted to increase to over 930 million by the end of 2019, according to the June 2014 Ericsson Mobility Report.