Amobee pushes for bigger bite of the digital pie

As Amobee completes the acquisitions of Adconion Direct and Kontera, it plans on diversifying and diving further into the digital sphere.Quoting figures from eMarketer, Mark Strecker, CEO of Amobee said this move is a strategic one for the company as worldwide digital ad spend will increase 16.7% in 2014, totaling over US$140 billion and surpassing 25% of all media ad spend.Strecker added that with the completion of the acquisition of Adconion Direct and Kontera, the company becomes more global and provides a gateway for global brands to break into Asia and Asian brands to make a mark in the global sphere. However, Strecker insisted that this will not deter the company from being focused on mobile advertising but rather open up more avenues.“We are always going to be mobile first particularly in this region,” said Strecker. “If you’re a big brand and want to advertise in Asia, you have to do it on mobile.”For the APAC region, Australia is currently its biggest market. The company is headquartered in Singapore. Strecker added that the company is currently in growth mode and when first acquired by SingTel in 2012, less than 5% of its revenue had come out of Asia. This number has grown drastically as now the region contributes to more that 40% of the overall revenue.Unified under the Amobee brand, the company has also rebranded its prior acquisitions under the Amobee brand name to offer end-to-end technology solutions for marketers, agencies, publishers and operators on a global scale.Adconion Direct’s cross channel marketing capabilities in display, video, email and social are now coupled with Amobee’s mobile expertise and programmatic technology platform, enabling scale, sophistication and efficiency across all devices. Meanwhile, Kontera Brand Intelligence, now Amobee Brand Intelligence, analyses the world’s content consumption patterns to produce real-time and historical intelligence, across mobile, web and social.Giving the example of the recent Grand Prix, Strecker explains: “So if you are for example, SIA and it’s the F1, we can now go to you and say we know exactly how your brand is being perceived across the digital domain and we can measure the sentiments of your brand associated for F1,” he added.He added that “in the fast growing digital marketing space, data and technology are game changers” and by integrating Kontera and Adconion Direct into Amobee the company hopes to lead the market with innovative, data-driven digital marketing technology.Amobee also claims that its digital marketing platform and technology, including Amobee DSP, Amobee Exchange, Amobee 3D, Amobee LTV and Amobee DMP, with over 800 million unique profiles, enable its customers to run targeted cross device digital marketing campaigns on a global scale with unparalleled ROI.