Spearhead Integrated Marketing Communication Group, based in Beijing, has just announced the acquisition of mobile and app advertising platform, Smaato in a deal worth $148m.
Smaato offers a variety of publisher and advertiser options
The acquisition comes at a time when mobile advertising is outpacing many other advertising formats and solutions. Smaato offers a mobile monetisation platform that reaches one billion mobile users outside of China each month. The takeover means that Spearhead can now open the door for Chinese brands to run mobile campaigns internationally and target high-value users.
In addition, Smaato clients will be able to tap the APAC market to reach mobile and app users there. This is likely to bolster its position as a large independent, real-time mobile advertising platform.
Ragnar Kruse, CEO and Co-Founder, Smaato, said:
“Ever since we opened our APAC office six years ago, China has been a very important market for us to cultivate, and increasingly we have seen Chinese brands eager to reach international audiences. That’s what makes our partnership with Spearhead such a successful model, in that both sides are helping each other strategically advance their businesses.”
Smaato will keep its brand name and remain fairly independent from Spearhead. However, a new integration team has been established to oversee the full scale and strategic opportunities of the partnership. It will create end-to-end marketing tech solutions that could power new and combined capabilities within mobile advertising.
In 2017, Smaato and Spearhead will focus on scaling the new business.