Komli Media acquires Singapore-based online advertising network Admax

01 Mar,2012

By Radhika P Nair


Online media network platform Komli Media has acquired Singapore-based online advertising network, Admax, in a cash-and-equity deal, said Komli’s CEO, Prashant Mehta. Mehta declined to reveal the deal size.


With this buyout, Komli intends to expand its reach in South East Asia, which Mehta termed as a billion-dollar opportunity. “We will be able to leverage Admax’s team, expertise and relationships in all the South East Asian markets,” said Mr Mehta.


Admax, launched in 2006, claims to be the largest online advertising network in the region, with a presence in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Admax will give Komli access to a publisher network of over 4,000 local and international websites.


Komli estimates the online advertising market in the region to be worth approximately $250 – 300 million, and growing at 30-40 per cent per year. “Our target is to become the leaders in the rapidly growing Asia-Pacific market as that will add tremendous value to our global operations,” Mr Mehta revealed.


Komli, founded in 2006, has followed the acquisition path to speed up growth in different geographies. The Admax deal is its sixth acquisition in two years and the second in the region. In mid-2011, the company had bought out Singapore-based online media sales venture Aktiv Digital. Komli had earlier acquired Australian website representation firm, Post Click, and UK-based online ethnic marketing company Indoor Media


The company has favoured the inorganic route for acquiring technology as well. In late-2011, the company took over the India business of video advertising venture, Jivox, and in July 2011 acquired mobile advertising and publishing network, Zestadz.


Admax will be rebranded and the 100-strong team will join the existing Komli team in the region. Komli is targeting to reach $100 million in revenue in the next 12 to 24 months, said Mehta.


Source: The Economic Times

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