Cable Technology Feature Article
Opera Mediaworks Expands Presence in Latin America
By Rory Lidstone, TMCnet Contributing Writer
Opera Mediaworks, a wholly owned subsidiary of Opera Software (News - Alert) and conglomerate of several companies, has decided to substantially expand its presence in Latin America. In particular, the company has added a new team, which formerly operated independently as Hunt Mobile Ads, to its roster. This team will span multiple countries, servicing the regional needs of advertisers and publishers.
Overall, the Opera Mediaworks LatAm team will span and service Latin America with offices in Buenos Aires, Argentina; Mexico City, Mexico; San Jose, Costa Rica; Bogota, Colombia, and Sao Paulo, Brazil. Additionally, the team will service the U.S. Hispanic market via Miami, Florida, while still leveraging the Hunt Mobile Ads brand.
The expansion will allow Opera Mediaworks to better meet the demand for mobile ad inventory and impressions in what is one of the fastest-growing mobile markets in the world.
"Latin America, from Mexico to Argentina, represents a market of over 600 million consumers that are rapidly adopting the mobile internet," said Mahi de Silva, CEO of Opera Mediaworks, in a statement. "We are particularly excited about the hundreds of millions of global consumers, whose eyes will turn to the World Cup in 2014 and the Summer Olympics in 2016 — both in Brazil. Opera Mediaworks aims to play an integral part in helping advertisers reach their audience and publishers make the most of their inventory in this region."
Back in May, Opera Mediaworks announced an expansion of a different kind with the launch of a next-generation ad platform for connected TVs called AdMarvel for Connected TVs.
However, the company’s attempt to penetrate television advertising is a much riskier endeavour. This is because Opera already has a foothold in the mobile market in Latin America thanks to the popularity of its mobile browsers. Indeed, over 50 million of the 270 million mobile consumers that use Opera’s mobile browsers are based in Latin America. The Opera Mediaworks ad platform also serves thousands of publishers, with billions of ad impressions, in the region.
Edited by Cassandra Tucker