By Olubunmi Adeniyi
Lagos. February 26, 2013: Opera Software says it has merged its existing mobile advertising businesses into a new fully-owned subsidiary called Opera Mediaworks to focus on providing advertising, content distribution and monetization services to the global mobile marketplace.
According to Opera, the new company which was launched from Opera Software’s existing businesses is already servicing more than 80,000 mobile sites and mobile applications. It also manages more than 50 Billion ad impressions per month and enabling more than $400 million of publisher revenue in 2012.
Opera Mediaworks services 20 of the top 25 global media companies and 70 of the top 100 Advertising Age advertisers, enabling a global audience reach of over 300 million monthly unique consumers, says the company.
Opera’s mobile browsers are used by more than 237 million people around the world, and Opera Mediaworks is created to expand the Opera’s brand and presence, while at the same time enabling a more open and efficient marketplace among mobile publishers and advertisers.
In a related development, Opera also launched a new performance-based mobile advertising platform called Opera Mediaworks Performance that provides advertisers with comprehensive tools to better reach their target audience and acquire new customers.
Based on the idea that mobile advertising should entice consumers to connect directly with the advertiser, Opera Mediaworks Performance facilitates real-time targeting and reporting on mobile ad campaigns.
In addition, Opera Mediaworks offers four service areas targeting advertisers, publishers, mobile operators and others that participate in the mobile economy.
The service includes; Ad mediation and Ad exchange services, through AdMarvel and Opera Mediaworks Ad Exchange and Mobile ad agency and networks, through Mobile Theory and 4th Screen Advertising, two of the leading premium mobile advertising networks in North America and Europe.
Others are Opera Mobile Store which is the largest multi-platform app store, accessible from any web-enabled phone and Opera Payment Exchange (OPX) that allows operators and storefronts to gain merchandising intelligence and lower costs and to monetize their offerings.
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