SingTel purchases Silicon Valley’s AdJitsu, the 3D mobile ad business unit of Cooliris

[a•mo•bee] Acquires Adjitsu – 3D Mobile Ads from Amobee on Vimeo.

Amobee, a US-based digital advertising company owned by SingTel, has announced today the acquisition of AdJitsu, the standalone 3D mobile advertising business unit of Cooliris.

This purchase enables Amobee to leverage on AdJitsu’s technology to create greater innovation in 3D mobile ads. Amobee will also collaborate with ad networks, premium publishers, brands and agencies to create 3D ad units. 

Such ads could lead to higher click-through rates and revenues for advertisers and publishers.

“Instead of a passive experience, mobile users now interact and play with the ad, which is key to starting a love affair between the consumer and the brand,” says Trevor Healy, Amobee CEO, “the Asian market loves 3D technology. It plays very well there.”

AdJitsu is a wholly owned business unit of US-based Cooliris, a company that turns digital content into interactive visual experiences to improve user experience.

The business unit was formed less than a year ago, according to Cooliris CEO Soujanya Bhumkar, with a “ninja team of six” who were on a “shoestring (or ramen) budget.”

Amobee itself was acquired for US$321M this year by SingTel, Singapore’s largest mobile carrier, in its bid to diversify away from the traditional telecommunications business.