Digital media platform Komli Media has acquired ZestADZ, a mobile advertising platform. This acquisition will allow Komli Media to offer complete digital solutions to agencies, advertisers, and publishers, with solutions across display, video, search, social media and mobile.
Chennai based ZestADZ was founded in 2007 and is led by technology entrepreneur Asif Ali. ZestADZ assists advertisers and agencies in delivering targeted mobile advertising campaigns to drive brand awareness, generate traffic and leads, and increase purchase intent amongst other options. Currently, ZestADZ delivers 5 billion mobile ad impressions globally each month.
The mobile division of Komli Media, which includes ZestADZ, is run by Amit Bhartiya, Vice President, together with Ali who will head Mobile products.
Komli Media acquired ZestADZ for its strong team and sophisticated mobile advertising and analytics platform across feature phones and smartphone platforms such as iPhone, Android, and Windows Mobile.
Commenting on the acquisition, Prashant Mehta, CEO, Komli Media said, “We’re thrilled to have the ZestADZ team as part of the Komli family and see a strong cultural fit between our two companies. Under Asif’s leadership, they have built a strong technology platform that complement’s Komli’s own real-time ad serving technology to make this a mutually rewarding partnership.”
According to eMarketer estimates, Asia Pacific mobile internet users will nearly double from 623 million in 2011 to more than 1.22 billion in 2015. At the end of 2015, it is estimated that one out of every two mobile users worldwide will reside in Asia Pacific. Within India, the mobile internet penetration is today estimated at 40 million users and is expected to grow to over 200 million users by 2016.
Asif Ali, CEO of ZestADZ, also added, “We are looking to leverage Komli’s leadership position in the Asia Pacific region to accelerate the adoption of mobile advertising by leading agencies, advertisers, and publishers. We will continue to bring innovative products to the market. This combined with Komli’s brand, market penetration and experience will help us to advance our leadership position in the space.”
According to a recent forecast from Gartner, worldwide mobile advertising revenue is set to double in 2011, growing to US$3.3 billion from $1.6 billion generated in 2010. This growth is coming from increased 3G/4G access, smartphone platforms such as Android, and the increasing accessibility of low-cost handset platforms.