Emerging TechnologyMobileSingTel to Buy Ad Network Amobee

SingTel to Buy Ad Network Amobee

$321 million deal is Asia telco's first step into mobile marketing.

Singapore Telecommunications will buy Amobee, a U.S. mobile ad network, for approximately $321 million. The deal is a first step into mobile marketing for SingTel, which offers wireless service to 434 million customers in Asia and Africa.

“The mobile advertising market is nascent and has significant potential for mobile operators, who are able to provide differentiated solutions across smart phones and feature phones, giving brands a better return on their marketing spend,” Allen Lew, CEO of SingTel’s Group Digital Life unit, said in a statement.

Amobee, founded in 2005, is based in Redwood City, CA. The management team including CEO Trevor Healy will continue to run the company from that location, the companies said. In 2010 it bought London-based mobile firm Ring Ring Media.

In addition to standard mobile ad representation and sales, Amobee offers retail and point-of-sale solutions using QR codes, Bluetooth, and near-field communication (NFC) technologies. In a recent campaign for travel app HotelTonight, Amobee integrated NFC downloads with out of home placements.

Lew continued, “This expansion into the mobile marketing industry is part of our strategy to increase our share of the digital consumer wallet and will allow us to shape the digital ecosystem.”

Related Articles

Why programmatic video is the next big thing in APAC (and what brands should do about it)

Asia Why programmatic video is the next big thing in APAC (and what brands should do about it)

2y Andy Radovic
How five brands in APAC are using Instagram's self-serve ads

Asia How five brands in APAC are using Instagram's self-serve ads

2y Sophie Loras
Access to data is the key to China's programmatic sector

Asia Access to data is the key to China's programmatic sector

2y Charlie Wang
Social messaging: East versus West

Asia Social messaging: East versus West

2y Yuyu Chen
In a Converging World, Look to Asia

Asia In a Converging World, Look to Asia

2y Sophie Loras
APAC’s Misplaced Expectations for Programmatic

Asia APAC’s Misplaced Expectations for Programmatic

2y Rohit Kumar
Samsung to Launch Apple Pay Alternative

Media Samsung to Launch Apple Pay Alternative

3y Roland Moore-Colyer
Japanese Whisky and a Digital Market That’s Heating Up

Asia Japanese Whisky and a Digital Market That’s Heating Up

3y Andy Radovic