Opera Software has taken the wraps off Opera Mediaworks, its global mobile advertising platform. The developer’s fully owned subsidiary boasts access to more than 80,000 mobile sites and mobile applications.
Of those publishers, Opera spoke of some quite broad-reaching coverage. The Mediaworks platform services 20 of the top 25 global media companies and 70 of the top 100 Advertising Age advertisers.
Opera Mediaworks is said to top more than 50 billion ad impressions per month and in 2012, it fuelled over $400 million in publisher revenue. Opera revealed that its platform has a global audience of at least 300 million monthly unique consumers.
Mediaworks wasn’t the only announcement by Opera. It also introduced Opera Mediaworks Performance, a suite of tools that lets advertisers reach their audience and acquire new customers through real-time targeting and reporting on mobile ad campaigns.
Building on a Browser Foundation
Having already established a firm user base through its internet browser software, Opera has been preparing for the future by building a capable product for mobile advertisers. Mediaworks is the culmination of the software house’s work in this area.
Mahi de Silva, EVP for consumer mobile for Opera Software and CEO of Opera Mediaworks discussed his new focus on mobile advertising, “Opera has worked hard and smart to bring together a stellar portfolio of products and solutions to service all the various players in the mobile ecosystem,” he said.
Three years ago Opera added AdMarvel to its advertising company portfolio. AdMarvel, coupled with its own Opera Mediaworks Ad Exchange, now provides ad mediation, ad serving and real-time bidding technologies.
In 2011, Opera Mobile Store was launched and within the space of six months it was exceeding one million app downloads a day. Opera has since made it available as a white label solution for mobile operators and device manufacturers.
OPX Added to Mediaworks Suite
Last year, Opera Payment Exchange (OPX) was added to Opera Mini. The payment solution aimed to give operators and storefronts an array of merchandising intelligence and the chance to lower costs through monetisation.
Shortly after, Opera acquired ad networks, Mobile Theory and 4th Screen Advertising, which operate across Europe and North America. Both now give global brands the ability to deliver rich media campaigns to mobile consumers through Mediaworks.
Mediworks’ four headline areas of ad exchange, ad network, payment solution and white label app store were further supplemented in the recent acquisition of Skyfire Labs. The two companies are expected to combine on cloud-based video products for advertisers.
Bringing all of Opera’s products under one name should make it easier for advertises according to da Silva. “We are proud to launch the Opera Mediaworks brand to simplify our offering as the world’s largest mobile ad platform,” he said.