Mobile Web browser experts Opera, or more specifically, its Mediaworks mobile advertising subsidiary, has acquired South African mobile ad network AdVine. Described as South Africa’s “leading premier mobile advertising network,” the pair have been working together since 2012, and the deal is the latest in a string of similar acquisitions for Opera Mediaworks.
Despite this, AdVine is Mediaworks first company purchase in South Africa, a region already home to 600 million mobile phone subscribers. This number is expected to reach 930 million by the end of 2019, according to a report from Ericsson.
Mahi de Silva, CEO of Opera Mediaworks, recognizes the potential for the future:
“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 customers who will be glued to the African Cup of Nations in 2015.”
Similarly, Sarah Utermark, CEO of Advine, said:
“Mobile web usage in Africa is one of the highest globally and the continent’s dynamic mobile industry remains an incredible place of growth. We’re excited to be able to offer unrivaled reach to brands looking to tap into the burgeoning African market as part of Opera Mediaworks’ global mobile advertising platform.”
A report on the acquisition published by TechCrunch also quotes Mahi de Silva, who says the African ad market is “still in its infancy,” and reveals that right now, Mediaworks gets more than 2.6 billion ad requests each month, while reaching 50 million consumers. According to de Silva, that number is expected to more than double in the next year.