Glipsa Acquires Mobils in Brazil; Ve Interactive Arrives in Colombia
This week in the Latin American Roundup: news about the acquisition of Brazilian-based mobile company Mobils by Glipsa, consolidating the company’s strategy in emerging markets; Ve Interactive starts the expansion in LATAM with commercial operations in Colombia; The Argentinian publisher co-op RPA announced a new format; and Pontomobi’s new structure under the management of its new CEO.
Glimpse acquires Brazilian Mobils
Glipsa, a mobile marketing company headquartered in Berlin, announced the acquisition of Mobils, Brazilian digital mobile company. The purchase came after Glipsa raised USD$77m (£68.6m) from Market Tech Holdings, UK-based fund specialised in ecommerce technologies. The operations happened right after acquiring MoneyTap, last March.
Speaking to ExchangeWire Brazil, Gary Lin, CEO, Glispa, gave details of the expansion to Latin America, citing estimations that the region has more than 50% of smartphones users in the world, reaching one billion devices. Glispa is looking after emerging markets as part of their global expansions.
Lin, who worked in Brazil for one year in late 90’s, says that the leaders of mobile marketing in emerging markets are not defined yet, justifying the acquisition as a means to consolidate Glipsa’s position in Latin America, aiming native ads and mobile commerce. The company has had operations in Brazil since 2008, so Mobils’ acquisition is also a fast way of growing. “When I was working in Brazil, I saw firsthand the opportunity to build the ad tech ecosystem here.”
Mobils is a 10-people business based in Sao Paulo, which has medium local companies in their portfolio, such as the publisher Webmotors and the sports ecommerce Netshoes. Big brands like McDonalds, GM, and Coca-Cola are also Mobils’ clients. Paulo Maia, CEO, Mobils, will remain head of the business.
About future plans in Latin America, Lin reveals that the initial focus is in the region known as ‘cone sul’ — Argentina, Uruguai and Chile. “We have campaigns in Mexico and Colombia, though. The next steps after that will be Mexico and Colombia, where we study having a commercial office”, he revealed.
Ve Interactive debuts in Colombia
Ve Interactive is expanding its business in Latin America with the start of commercial operations in Colombia after strong operations in Sao Paulo. The investment will be around £192k.
The Brazilian office already represents half of the revenues in the region, and will lead the expansion to Colombia.
RPA launches new format
Real Premium Audiences (RPA) Media Place, the Argentinian publishers co-op, launched a new format: programmatic blast. It will be available for desktop and mobile campaigns, combined with IAB formats, rich media, and video. RPA claims it can reach 90% of the local audience in premium publishers, ideally for short campaigns such as special promos and events.
“We can include pieces in 100% brand-safe environments, with premium content. No one else in the [local] market can offer that”, said Alejandro Alvarez, CEO, RPA. Grupo Clarín, Infobae, La Nación, Perfil and Telefé, main Argentinian media groups, are part of the alliance.
Pontomobi has new managing structure
Pontomobi linked by Isobar, Brazilian mobility solutions company part of Dentsu Aegis Network group, rearranged its structure in Brazil after the nomination of Renato Virgili, CEO, in April. His staff has now three new directors: Ricardo Zanella, Cris Bartis and Jayme Carvalho, responsible for business, creativeand, operations, respectively.
“We hired people known for their experience in mobile, business management, and creativity”, said Virgili. According to him, Pontomobi is in a growth moment after finishing “some of the most relevant projects of the company” so far, for the loyalty program Smiles; the local tourism company CVC, telco Vivo, and the giant beverage company Ambev, to name a few.
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