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Idealog—in the ideas business

Media start-up Snakk Media, launched by Kiwi entrepreneur Derek Handley in Australia in 2010, has applied to list on the New Zealand Alternative Exchange (NZAX) in the near future.

Snakk operates in Australia, where it offers advertisers a network of channels and technology that allows them to target and connect to consumers through smartphones and tablets. The company partners with publishers to understand who and where these audiences are, and then uses technology to deliver customised ads across the publisher’s social media, mobile sites and apps.

In Australia, Snakk holds approximately 15-20 percent of the market spend on mobile advertising and has worked with Pepsi, Contiki, MTV and Intel. Its growth strategy is focussed on increasing its Australian market share and expanding into Asian countries.

Snakk says it has experienced 345 percent growth in the past year, and has just appointed Max Flanigan, formerly of APN, as its technology and partners manager.

Handley is Snakk's executive chairman and was co-founder of The Hyperfactory, the mobile ad agency that counted Nestlé, Kraft, Adidas, Microsoft, Intel, Coke, L’Óreal, Taco Bell and more among its clients, and which was sold to NYSE-listed Meredith Corporation for millions.

“We live in an era where the fastest growing technology channels in history are colliding: social media, smartphones, and tablets,” said Handley.

“Time spent by consumers on these new screens and channels is rising at a faster rate than time spent viewing other kinds of media, and this is significantly disrupting traditional advertising models and providing a tremendous opportunity for Snakk’s shareholders.”

The NZAX is a marketplace for small to medium fast-growing businesses seeking to raise capital.

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