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Opera buys mobile ad network AdVine

Opera buys AdVine mobile ad network from South Africa
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Opera Mediaworks' move brings millions of consumers in Africa within the reach of global and local advertisers via its rich-media and video campaign platform, currently the largest independent mobile advertising platform in the world.

Africa is a market with great potential when it comes to mobile advertising. According to Opera Mediaworks CEO Mahi de Silva, "Africa is positioned to become the ‘mobile continent’ with experts predicting an explosion in mobile data usage over the next five years." In sub-Saharian Africa, for example, there are over 600 million mobile phone subscriptions at this time and this number is expected to exceed 900 million in about five years.

Thanks to Opera Mediaworks' acquision of AdVine, "Brands interested in reaching mobile consumers in the region will have access to Opera Mediaworks’ rich-media and video campaign platform, the world’s largest independent mobile advertising platform." The official press release also reveals that Opera Mediaworks will reach the new audience via multiple products and services, including the notorious Opera Mini browser and the Opera Max data-savings Android app.

AdVine will not disappear as a brand, at least not for the time being as "both companies will work strategically with advertisers interested in reaching mobile consumers on smartphones and tablets." Opera Mediaworks also unveiled their plan to increase investments "in people and resources" in the area. For more information, please check the press release below.

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Codrut Nistor, 2014-12- 4 (Update: 2014-12- 5)