BANGALORE: Online media network platform Komli Media has acquired mobile advertising and publishing network ZestADZ in a bid to reach India's 840 million mobile phone users.

Announcing the deal, Prashant Mehta, CEO of Komli Media, said there is "significant potential in mobile advertising and this was missing from our portfolio of products".

"We're thrilled to have the ZestADZ team as part of the Komli family and see a strong cultural fit between our two companies," he added.

ZestADZ delivers around five billion mobile ad impressions globally each month, and the acquisition will help Komli enter the burgeoning Indian mobile advertising network market.

According to a new report from mobile research company Mobi Thinking, worldwide mobile advertising expenditure is set to reach $3.3 billion in 2011, rising to $20.6 billion in 2015.

Google research has suggested that around 40 million Indians currently access the internet via their mobile phone.

This total is thought likely to reach around 200 million by 2016.

The new deal is Komli's fourth acquisition in a year. The company has also invested in digital start ups in other regions including Indoor Media in the UK, PostClick in Australia and Asian Pacific sales house Aktiv Digital.

Speaking to Campaign Asia-Pacific, Matt Sutton, Aktiv CEO, said: "From a market perspective, it [the ZestADZ acquisition] finally gives agencies and advertisers a competitive pan-regional alternative to Inmobi and Admob.

"From Aktiv's perspective, it's another critical part of our holistic offering for our agency and publisher partners spanning display, video, social and now mobile."

Data sourced from The Economic Times/Campaign Asia; additional content by Warc staff