SingTel's Amobee buys Silicon Valley ad startup

Singapore telco SingTel acquires U.S. startup AdJitsu, its second such purchase in mobile advertising sector in two months.
Written by Ryan Huang, Contributor

Southeast Asia's largest telecoms company SingTel has acquired a Silicon Valley startup in the mobile advertising sector. This is the second such purchase in two months by the Singapore telco.

In a press release Tuesday, its Amobee unit said that it bought AdJitsu, which provides tools to make three-dimensional animated ads in mobile apps for iPhone and iPads. This acquisition follows SingTel's purchase of mobile advertising company Amobee in March for US$321 million.

Amobee, in the statement, noted that the acquisition aimed to leverage AdJitsu's technology to accelerate the innovation of highly interactive and spectacular 3D mobile ads.

"Creating mobile ads with an immersive 3D experience fundamentally changes the way people perceive ads. Instead of a passive experience, mobile users now interact and play with the ad, which is key to starting a love affair between the consumer and the brand," said Trevor Healy, Amobee's CEO, in the press release.

"With AdJitsu's advanced 3D technology, Amobee's mobile ad campaigns feel like mini apps that mobile users look forward to receiving," added Healy.

Amobee, leveraging AdJitsu's technology and products, plans to collaborate with ad networks, premium publishers, brands and agencies to create highly engaging and differentiated 3D mobile ad units.

According to the company, mobile users can tap on the ad and engage with 3D models of advertisers' products with unmatched interactivity, speed and animation. "Furthermore, AdJitsu's technology has the unique ability to transform existing 2D ad assets into interactive 3D campaigns, which result in impressive click through rates and higher revenues for advertisers and publishers," it added in the statement.

Amobee decline to disclose the terms of the deal. In an email to ZDNet Asia, Healy said: "Amobee is always growing organically as well as inorganically. We are looking at technology, industry segment and geographic acquisitions."

Editorial standards