Komli Media, one of the major ad networks in India, which has in the past acquired Australian PostClick and UK's Indoor Media, announced today the acquisition of Aktiv Digital, one of the largest networks operating in South East Asia. The network has a local presence in Singapore, Hong Kong, Phillipines, Malaysia and China.
Komli, which had earlier this year also invested heavily in setting up a research and development center in Bangalore, hopes to improve both its local reach through partner publishers and also add to the technology they have available through the acquisition.
Prashant Mehta, CEO, Komli, said, “We wanted to invest significantly in technology to drive expansion in the market. Part of that strategy involved acquisitions to give us the right players in the market quickly. While I prefer organic growth, there are some cases where acquisitions are worthwhile, like here.”
Recently, Komli also partnered with US based Efficient Frontier to improve their search marketing offering in India. Mehta said, “That was a partnership deal, it was very different. There we saw a gap in the Indian market and saw that we needed to find a partner that could help us to deliver a valuable solution to clients. The acquisition of Aktiv Digital was more to fill a gap in the expansion plans for other markets. In South East Asia there are a number of different countries, regions, languages and cultures, so it was really helpful to get a small team of people who really understood the space, and this has brought us a lot of confidence in the region.”
He added, “The Aktiv Digital acquisition also brings a lot of quality inventory on board for us – they work with a lot of large networks and some very well respected publishers like the BBC in some markets, so that's also a plus.”
While on the subject of varied languages, Mehta said, “In India too, we see the non-English market poised for growth and are very excited about that space. But here we do not need to look at a third party, because we are very familiar with India, and with our Bangalore center, we also have a lot of penetration into South India.”