Buongiorno’s shopping spree continues, acquires Flytxt

Buongiorno S.p.A. expanded its mobile marketing business with the acquisition of U.K.-based Flytxt Inc.
The Italian content behemoth said it will spend $5.4 million for the 7-year-old Flytxt, which powers text-to-win campaigns and other mobile marketing efforts. Flytxt’s operations will be integrated with Buongiorno’s technology platform and will become part of the newly formed Buongiorno Marketing Services Inc., which will be lead by Flytxt co-founder Carsten Boers.
Flytxt raised $2 million in funding last year as it expanded beyond content into mobile marketing. The company powers wireless efforts for Time Inc., Random House and AT&T Mobility’s “American Idol” project.
A powerhouse content aggregator, Buongiorno is moving aggressively into the mobile marketing and advertising space as it expands its content business. The company earlier this year said it will spend $5.6 million to acquire HotSMS BV, an Amsterdam-based mobile advertising firm.