Value of mobile overestimated in the short term, underestimated in the medium term says marketing technologist

by Herman Manson (@marklives) South African born eMarketing technology specialist company Acceleration (not to be confused with Acceleration Media) recently made international headlines when WPP Digital announced it had acquire a majority stake in the business.

The company, launched in Cape Town in 1999, had expanded to offices in Buenos Aires, Dubai, Johannesburg, London and New York and employs 160 marketing technologists. A hundred of them sit in Cape Town. Audited revenues for the year ended 31 December 2011 were US$16.8 million (R141.45 million calculated on an exchange rate of R8.42 to the Dollar).

Initially Acceleration started as a media planning and buying business but thanks to an early relationship with ad server DoubleClick got into the technology solution supplier business while also building a strong knowledge base in analysing and interpreting data. Today the business works not only with Google DoubleClick, Test&Target and are a global platinum Adobe partner

Services on offer include analytics and business optimization, management consulting, marketing campaign support, outsourcing and system integration. For publishers the company offers advertising system architecture, advertising system implementation and integration and related strategic and technical services. Their client list includes The Economist, Sky, UEFA, Fox News, AT&T, Safeway, Standard Bank, ABSA, the Mail & Guardian and many more.

The media business, known as Acceleration Media, was spun off in 2005 in reaction to major media agencies investing in digital capacity and sold to Kagiso in 2008.

Richard Mullins had opened Acceleration’s Johannesburg office in 2000 and today serves as Managing Director, Middle East & Africa (MEA) at Acceleration.

Acceleration opened in Dubai four years ago and it’s become a big growth market for them says Mullins. This is because most major companies active in the Arab world has a presence there. In Africa Kenya and South Africa are the major markets.

The pragmatic Andrea Mitchell

Andrea Mitchell is one of the original stalwarts of South Africa’s internet economy having been involved in the online advertising and publishing industry since shortly after the commercial web launched in South Africa.

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