In acquiring Adsmovil last week, The Cisneros Group of companies will merge the Latin American mobile ad network with its current RedMas net that already serves both North and Latin American markets. Together the merged companies, working under the Adsmovil banner, claim the largest reach into U.S. Hispanic and broader Spanish and Portuguese-speaking audiences on mobile across the two continents. The net will be cast across 15 countries. Adsmovil had been owned by Alberto Padro.
RedMas and Cisneros will have majority control in the merger. According to Victor Kong, who oversees Cisneros Group’s digital business, “RedMas is interested in tapping the Latin American mobile advertising market now that is about to grow exponentially.” Citing eMarketer projections of 65% to 80% growth in moblle advertising in the next four years, Kong says this combination will establish the largest ad network in the Americas.
The RedMas brand will continue, but will be focused entirely on traditional online advertising and media. Earlier this year, Cisneros also acquired Kontextua, an Argentine ad network.
Adsmovil instends to increase its reach into the regions with further technology investment, the company says. It will be run by Pardo as CEO with current RedMas CEO Jorge Rincon becoming COO. Adsmovil runs in popular apps from Univision, Grupo OPSA, Telemundo and Azteca America. Advertisers such as Disney, Toyota, McDonald's, Sprint and Procter & Gamble run on the network.