Adenyo lands $30M to expand mobile marketing platform globally

Adenyo, a company that develops mobile marketing campaigns, announced today it has secured $30 million in funding to accelerate its international growth.

The company leverages a SaaS (Software as a service), or cloud, model that enables companies, brands, agencies, marketers and media companies to easily integrate mobile capabilities into their traditional campaigns. Adanyo offers three different core services, including mobile marketing and advertising, mobile storefronts and mobile analytics and metrics. Through mobile campaigns, the company claims it can help customers enhance brand reputation, build customer loyalty, reach new customers and increase revenue.

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Adenyo could be seen as a one-stop-shop for mobile needs. In the past, a company might need several vendors to complete what Adenyo can do in-house.  A particular noteworthy solution is mobile ad serving and media planning. That’s a rapidly growing market, as reflected in the recent Google acquisition of Admob for $750 million and Apple’s acquisition of Quattro for $275 million.

As the company looks to expand internationally, it faces stiff competition. Velti, a company that also develops mobile marketing and advertising campaigns, provides similar services and boasts 450 employees across 35 countries, including the U.S., London, Paris and Moscow.

The company claims some 200 customers, including house hold names like Volkswagen, Samsung, L’Oreal, Air Canada, Chevrolet, Skype and Virgin Mobile.

The funding includes $17.2 million initial round led by Genuity Capital Markets and $9.7 million in private placements raised since July 2009. Adenyo has also appointed Dennis Kavelman to its board of directors. Kavelman served as BlackBerry-maker Research in Motion’s chief financial officer from 1995 to 2007 and then chief operating officer until 2009, according to a company announcement.