XLMedia makes mobile push with latest acquisitions
AIM-listed performance marketing firm eyes new acquisition targets after adding a number of mobile-focused websites to network
XLMedia this morning announced a flurry of mobile-related acquisitions to boost its publishing network, continuing the egaming digital performance marketing firmâs aggressive M&A strategy.
The AIM-listed firm said the acquisition of a number of as-yet-unknown UK-facing mobile websites was required to ramp up its presence on mobile following a rapid increase in traffic from the channel.
âMobile users are now becoming a significant portion of our target audience which is why we are developing new features and capabilities to deliver a seamless mobile experience across our websites and ads in order to drive enhanced experience to our users,â Ory Weihs, XLMedia CEO, said.
âWe see this process as a key strategic driver for the business and as a result have allotted a significant part of our budget to further develop our in-house systems in the mobile arena,â he added.
XLMedia said it would also continue to invest in its in-house mobile marketing capabilities after its expansion onto social networks had boosted mobile activity.
Last year the firm acquired social and mobile gaming marketing firm ExciteAd Digital Marketing (EDM) for $19m after previously completing deals for two unknown affiliate companies.
âWe continue to evaluate prospective acquisition targets in order to add new technologies and skills that will complement the existing suite of user engagement and advertising tools,â Weihs added.
XLMedia has spent a total of $29.5m on a variety of social and real-money performance marketing targets and according to its annual results last year spent $11.5m during 2014 on buying websites and domains.
Read our interview with CEO Ory Weihs here