SingTel subsidiary makes acquisitions worth $385M

Singapore telco's digital advertising subsidiary, Amobee, acquires Adconion's North America and Australia units as well as Kontera Technologies in a bid to beef up its mobile marketing capabilities.

SingTel-owned Amobee has inked two acquisition deals in a bid to boost its mobile digital advertising capabilities, dishing out a total of US$385 million to buy out Adconion and Kontera Technologies. 

Amobee, which itself was acquired by SingTel in March 2012 for US$321 million, said it signed agreements to acquire Adconion's North American and Australian outfits at a valuation of US$235 million, while the payout for Kontera is estimated to be US$150 million. Both acquisitions are still subject to the usual regulatory approvals.

Adconion provides digital advertising tools across multiple marketing channels including display, video, e-mail and social, across multiple devices, Amobee said in a statement released Wednesday. It added that Kontera specializes in digital data intelligence and marketing technology, which enables real-time content analysis across mobile, web, and social networks. This data can then be tapped by advertisers and media agencies to make better decisions about their marketing campaigns. Kontera has offices in the U.S., U.K., and Israel. 

Kontera CEO Yoav Shaham said in the statement: "Data has become the essential ingredient to successfully reach the right customers with the right message at the right time. Being a part of Amobee, we can more fully leverage our real-time content analysis platform across the entire digital ecosystem, enabling CMOs to measure and evaluate the success of their brand in ways never possible before."

Amobee's chairman and CEO for group digital life, Allen Lew, said: "SingTe has significant scale and customer relationships with over 500 million mobile customers, as well as intelligent networks, billing capabilities and extensive touch points. Together with Amobee's advanced digital marketing technology and solutions, we will create relevant and innovative marketing campaigns across multiple channels for brands and advertisers."

The mobile advertising vendor last year signed  exclusive partnerships with four telcos in the Asia-Pacific region--Philippines' Globe Telecom, Australia's Optis, Indonesia's Telkomsel, and SingTel--to tap its Pulse for Publishers platform to deliver targeted ads to mobile devices.