Mobile content and services developer takes over global engagement-driven agency to improve monetisation through targeted and measurable campaigns
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Xurpas to optimise mobile ad reach with USm Art of Click acquisition
Publicly-listed Philippine company Xurpas , a developer of mobile services and digital content, has acquired 100 per cent of Art of Click for US$45 million.
Headquartered in Singapore, Art of Click is a technology-driven media agency that develops an ad-optimisation platform for mobile devices, supporting global and regional clients in developing and executing their mobile strategies. It also runs a mobile affiliate marketing platform that counts at least 4 billion monthly impressions across key Asian, North American and European markets.
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Art of Click’s technology leverages an action-based performance advertising platform, which means advertisers only pay for measurable user actions and engagement, which can include downloads, signups or purchases. By focusing on measurable ROI and closely tracking the sales cycle, Art of Click maximises value for its partner brands and companies.
In a disclosure to the Philippine Stock Exchange, Xurpas Group Chairman and Chief Executive Officer Nix Nolledo highlighted the benefits of the acquisition: “We are thrilled to find innovative companies exceedingly complementary with our business. We believe that Art of Click is a perfect match for our mobile consumer services, and that growth prospect excites us.”
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Raymond Racaza, President and COO, Xurpas, also highlighted the potential synergy with the acquisition. “Our main growth driver is largely mobile consumer services,” he told Inquirer.net . “Since our IPO (initial public offering), we have strategically invested in companies that will boost our content offering for the mobile subscriber. We love the fact that Art of Click has the capability to tremendously enhance this core business unit. Right now, we are developing revolutionary mobile consumer platforms that integrates our various investments. Our investment in Art of Click couldn’t have come at a more perfect time.”
Art of Click is on a growth trajectory, with annual revenues growing 315 per cent from FY 2015 to FY 2016, to SG$15.4 million (US$11.2 million), with net profits of SG$2.3 million (US$1.68 million).
Image Credit: Art of Click
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