Opera Mediaworks offers expanded reach to U.S. Hispanic consumers

Integration of Hunt Mobile Ads opens up new possibilities

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Apr 15, 2014, 09:00 ET

SAN MATEO, Calif., April 15, 2014 /PRNewswire/ -- Opera Mediaworks, the world's largest mobile ad platform, today announced an expanded reach across the U.S. Hispanic population through the integration of Hunt Mobile Ads, the leading mobile ad network in Latin America. This will make Opera Mediaworks the best mobile network to reach the Hispanic audience across the United States at scale through premium U.S. and Latin American publishers.

Opera Mediaworks announced its integration of Hunt Mobile Ads in early January. In the Latin American market, Hunt is the largest mobile ad network, reaching over 90 million mobile consumers a month across more than 500 premium publishers. Hunt Mobile will bring an additional 1 billion ad impressions a month to the Opera Mediaworks platform out of the total 64 billion impressions under management.

Hunt Mobile Ads has six offices across Latin America, spanning Mexico, Costa Rica, Colombia, Peru, Brazil and Argentina and counts tier-1 Hispanic publishers such as Terra, Infobae, Univision and Grupo Expansion among others, as customers.

"Hispanics are digitally savvy, young and socially connected," says Gaston Bercun, Co-President for LatAm, Opera Mediaworks. "Opera Mediaworks is helping advertisers reach this highly-coveted demographic, while also helping publishers make the most of their inventory in Latin America, the United States and beyond.

"In the past, Hunt Mobile Ads has had success running campaigns targeting Hispanics for global brands including Nissan, Kellogs, Nestle and Coca Cola. Now, we want to bring this reach, knowledge and technology to the Opera Mediaworks family, which has a global footprint in mobile advertising," Bercun adds.

Opera Mediaworks has also successfully worked on campaigns targeting U.S. Hispanics with global brands such as Syfy and T-Mobile. This includes a campaign for a large U.S. retailer whose objective was to educate and engage Hispanic consumers on their layaway offering, and encourage them to sign up in-store.

The campaign reached users from a custom, Hispanic-targeted site list on their smartphones with rich-media, interstitial video and standard banners. This resulted in standard banner click-through-rates (CTR) that were two times the industry average and interstitial video CTRs that were thrice the industry average.

U.S. Hispanics consume more mobile media than the general population and are 20% more likely to own a smartphone than an average mobile subscriber.

"Reaching the bi-lingual U.S. Hispanic community effectively is challenging. About 75% of them speak English at home more than half the time," says Alvaro Bravo, COO of Global Advertiser Services, Opera Mediaworks. "That insight has a lot of implications as to how to effectively approach marketing to Spanish-speaking market, and Opera Mediaworks is now in a position to cover the largest minority audience, with 12% of the buying power in the United States."

Opera Mediaworks offers behavioral targeting to reach Hispanic/Latino consumers when they are accessing content in English and Spanish. Additionally, it provides a wide range of custom and transparent targeting to reach Hispanic consumers, including custom site lists, social trigger targeting and Spanish language content.

About Opera Mediaworks

Opera Mediaworks powers the mobile ad economy through technology innovation, transparency and trust, to create vibrant marketplaces for publishers and advertisers across the globe. This enables advertisers to efficiently reach their target audience and publishers to improve their monetization. Opera Mediaworks operates the world's biggest brand-focused mobile ad network, serving 23 of the 25 top global brands. We also deliver the world's leading mobile ad server and monetization tools to 17 of the top 25 media companies worldwide. Our mission is to deliver relevance in the medium where it matters most -- on mobile devices.

Headquartered in Silicon Valley, California, Opera Mediaworks has offices in New York, United Kingdom, Argentina, Brazil, Mexico, India, Indonesia, Russia, Ukraine and Norway. Opera Mediaworks is a wholly-owned subsidiary of Opera Software ASA, which is listed on the Oslo Stock Exchange under the ticker symbol OPERA. Learn more about Opera Mediaworks at www.operamediaworks.com.