Adenyo Acquires MoVoxx To Boost Mobile Advertising

As reported here.

It's an interesting pattern, and one that most of us saw coming... Predominantly SMS-based 'mobile marketing' firms are being pulled into the vortex of 'mobile advertising'. This makes perfect sense, as these companies know mobile, and its unique attributes, and have been working on clients and agencies for years (often having not quite closed the sales cycle yet!)

It's an extra string to their bow, and one that mobile advertising providers will appreciate - tapping into that rich seam of talent, experience and a client base (albeit one that perhaps does not provide annuity revenues).

So is this the beginning of a new spate of acquisitions? I think it might be. Just as above-the-line agencies once took over star performing DM agencies, I suspect mobile advertising players will start scooping up mobile marketing firms. It's certainly a feature of a smart strategy for entering a market, as Adenyo are.