http://www.btobonline.com/article/20110524/AGENCIES03/305249997/yodle-acquires-profitfuel?utm_source=dailynewsletter&utm_medium=email&utm_content=editorial&utm_campaign=dailyclickthroughs
Yodle, a local online marketing company based in New York, announced the acquisition of ProfitFuel, an Austin, Texas-based local search engine optimization agency. Financial terms were undisclosed. Under the acquisition, ProfitFuel will be integrated into Yodle, and its Austin office will become a major hub for the agency. David Rubin, previously CEO of ProfitFuel, will become senior VP-sales at Yodle.
Tuesday, May 31, 2011
Traditional Media Spending Faces Stagnation
The flight of ad dollars away from traditional media is set to continue, according to a new forecast from eMarketer.
After a recovery from the recession—during which U.S. spending on traditional media (directories, magazines, newspapers, outdoor, radio, and TV) fell by 18.5 percent—eMarketer estimates that spending increased by 2.1 percent in 2010 and projects growth of just under 1 percent this year. From 2012 to 2015, total traditional media spending is predicted to hover around an annual total of $129 billion, barely up from a projected $126 billion this year.
The one exception is spending on TV advertising (which includes network, syndication, and spot broadcast TV as well as cable TV). eMarketer estimates that this grew by nearly 10 percent in 2010, as the economy recovered to reach a total of $59 billion. By 2015, U.S. spending on TV advertising is forecast to total $68 billion.
The firm's last forecast for U.S. online ad spending put the total at $26 billion in 2010 and projected that it would reach $40.5 billion by 2014.
http://www.adweek.com/news/advertising-branding/traditional-media-spending-faces-stagnation-131974
After a recovery from the recession—during which U.S. spending on traditional media (directories, magazines, newspapers, outdoor, radio, and TV) fell by 18.5 percent—eMarketer estimates that spending increased by 2.1 percent in 2010 and projects growth of just under 1 percent this year. From 2012 to 2015, total traditional media spending is predicted to hover around an annual total of $129 billion, barely up from a projected $126 billion this year.
The one exception is spending on TV advertising (which includes network, syndication, and spot broadcast TV as well as cable TV). eMarketer estimates that this grew by nearly 10 percent in 2010, as the economy recovered to reach a total of $59 billion. By 2015, U.S. spending on TV advertising is forecast to total $68 billion.
The firm's last forecast for U.S. online ad spending put the total at $26 billion in 2010 and projected that it would reach $40.5 billion by 2014.
http://www.adweek.com/news/advertising-branding/traditional-media-spending-faces-stagnation-131974
Twitter finalizes its acquisition of TweetDeck
http://www.btobonline.com/article/20110526/SOCIAL0102/305269998/twitter-finalizes-its-acquisition-of-tweetdeck?utm_source=dailynewsletter&utm_medium=email&utm_content=editorial&utm_campaign=dailyclickthroughs
After more than a month of speculation, Twitter Inc. has confirmed that its plan to acquire popular third-party Twitter client TweetDeck has been finalized. No purchase price was disclosed, but CNNMoney has reported that the deal was for about $40 million.
According to Twitter CEO Dick Costolo, the TweetDeck acquisition will provide the company with a platform for "power users."
http://adage.com/article/digital/tweetdeck-deal-means-twitter/227746/
Why did Twitter buy TweetDeck? Essentially, to keep the Twitterati that use the app happy and in the fold but, more important, to deliver more ad impressions to a bigger part of the Twitter audience.
"Since TweetDeck users rarely visit the Twitter.com website, they don't see Twitter's advertising, and that's a big hole that needs to be filled," said eMarketer analyst Debra Williamson.
Twitter especially wanted to keep those elite power users out of the hands of Bill Gross' UberMedia, a company that develops third-party Twitter products that was in talks to buy TweetDeck before that deal fell apart. Mr. Gross' company, which had purchased Twitter client Echofon in January, was sanctioned by Twitter last year for serving its own ads on Twitter content.
It only makes sense that third-party services wanted to start making money off Twitter's content, and it also makes sense that Twitter would put a stop to it, gaining control of an unruly ecosystem that includes more than 600,000 developers and close to 1 million apps.
TweetDeck, based in London, is the most popular third-party Twitter monitoring tool, with a 13.1% market share, ranking behind only Twitter's own solutions, according to social media monitoring company Sysomos.
After more than a month of speculation, Twitter Inc. has confirmed that its plan to acquire popular third-party Twitter client TweetDeck has been finalized. No purchase price was disclosed, but CNNMoney has reported that the deal was for about $40 million.
According to Twitter CEO Dick Costolo, the TweetDeck acquisition will provide the company with a platform for "power users."
http://adage.com/article/digital/tweetdeck-deal-means-twitter/227746/
Why did Twitter buy TweetDeck? Essentially, to keep the Twitterati that use the app happy and in the fold but, more important, to deliver more ad impressions to a bigger part of the Twitter audience.
"Since TweetDeck users rarely visit the Twitter.com website, they don't see Twitter's advertising, and that's a big hole that needs to be filled," said eMarketer analyst Debra Williamson.
Twitter especially wanted to keep those elite power users out of the hands of Bill Gross' UberMedia, a company that develops third-party Twitter products that was in talks to buy TweetDeck before that deal fell apart. Mr. Gross' company, which had purchased Twitter client Echofon in January, was sanctioned by Twitter last year for serving its own ads on Twitter content.
It only makes sense that third-party services wanted to start making money off Twitter's content, and it also makes sense that Twitter would put a stop to it, gaining control of an unruly ecosystem that includes more than 600,000 developers and close to 1 million apps.
TweetDeck, based in London, is the most popular third-party Twitter monitoring tool, with a 13.1% market share, ranking behind only Twitter's own solutions, according to social media monitoring company Sysomos.
The Hottest Trend in E-commerce? M&A
http://adage.com/article/digital/hottest-trend-e-commerce-mergers-acquisitions/227807/
Still, mobile has sidled up to the in-store experience as a shopping aid or way for customers to find products or services in proximity. That's why *eBay snapped up barcode-scanning app Red Laser, after consumers flocked to the app to price-compare in stores. Then eBay scooped up location-based service Where, which helps consumers find the products and services closest to where they're standing. Groupon, which popularized daily group deals, has also begun making moves toward a mobile app. After acquiring mobile developer Mob.ly last year, it's since launched Groupon Now. The app helps consumers find activities or meals in an instant when they, say, walk out the door of their office, looking for a lunch spot. Groupon has also purchased an early Foursquare competitor, Whrrl, to layer customer loyalty into its mobile services.
Still, mobile has sidled up to the in-store experience as a shopping aid or way for customers to find products or services in proximity. That's why *eBay snapped up barcode-scanning app Red Laser, after consumers flocked to the app to price-compare in stores. Then eBay scooped up location-based service Where, which helps consumers find the products and services closest to where they're standing. Groupon, which popularized daily group deals, has also begun making moves toward a mobile app. After acquiring mobile developer Mob.ly last year, it's since launched Groupon Now. The app helps consumers find activities or meals in an instant when they, say, walk out the door of their office, looking for a lunch spot. Groupon has also purchased an early Foursquare competitor, Whrrl, to layer customer loyalty into its mobile services.
NFL Lockout Threatens In-store Promos for Pepsi, Mars, P&G and More
http://adage.com/article/news/nfl-lockout-threatens-pepsi-mars-p-g-s-store-marketing/227830/
After spending millions in advance on multibrand, in-store promotional deals with the National Football League, Procter & Gamble, Mars and PepsiCo, among others, now find themselves faced with the possibility of a truncated season that could do more damage to their plans and brands than those of the networks and TV buyers.
Networks can schedule alternate programming and marketers can apply media analytics to follow their target audiences wherever they go when they're not watching NFL football. But shopper-marketing events have calendars set a year or more in advance. Product has to be produced and displays have to be filled, regardless of whether games get played.
After spending millions in advance on multibrand, in-store promotional deals with the National Football League, Procter & Gamble, Mars and PepsiCo, among others, now find themselves faced with the possibility of a truncated season that could do more damage to their plans and brands than those of the networks and TV buyers.
Networks can schedule alternate programming and marketers can apply media analytics to follow their target audiences wherever they go when they're not watching NFL football. But shopper-marketing events have calendars set a year or more in advance. Product has to be produced and displays have to be filled, regardless of whether games get played.
Tuesday, May 24, 2011
Mind Games: Nielsen Acquiring Brain Prober, Thwarts WPP Bid
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=150884
Nielsen Co. has agreed to acquire NeuroFocus, one of the leading companies applying neuroscience to advertising, media and brand research, MediaDailyNews has learned. The deal, which is expected to be announced soon, follows a bid by WPP Group, the largest advertising and media services company in the world, and an arch rival to Nielsen in marketing and media research.
The acquisition is interesting for a variety of reasons, especially the fact that neuromarketing research is getting very hot among some big marketers and agencies, and NeuroFocus has been one of the most aggressive and visible players in the field, announcing a new technology it claims can literally read people's minds.
The technology, which is actually called Mynd, utilizes a lightweight cap that can read and interpret the electrical signals emitted by human brains with a degree of fidelity that NeuroFocus' Pradeep claims is "medical grade," and could one-day be used by paralyzed people to control machines and other technology simply by thinking about it.
Nielsen Co. has agreed to acquire NeuroFocus, one of the leading companies applying neuroscience to advertising, media and brand research, MediaDailyNews has learned. The deal, which is expected to be announced soon, follows a bid by WPP Group, the largest advertising and media services company in the world, and an arch rival to Nielsen in marketing and media research.
The acquisition is interesting for a variety of reasons, especially the fact that neuromarketing research is getting very hot among some big marketers and agencies, and NeuroFocus has been one of the most aggressive and visible players in the field, announcing a new technology it claims can literally read people's minds.
The technology, which is actually called Mynd, utilizes a lightweight cap that can read and interpret the electrical signals emitted by human brains with a degree of fidelity that NeuroFocus' Pradeep claims is "medical grade," and could one-day be used by paralyzed people to control machines and other technology simply by thinking about it.
What Rosetta Out of the Running Means for Last Big Digital Indie AKQA
http://adage.com/article/agency-news/rosetta-acquisition-means-digital-indie-akqa/227672/
Rosetta, too, had private equity backing from Lindsay Goldberg, which means, despite agency CEO Chris Kuenne being vocal about staying independent in the past, the company ultimately had one of two options: go public or sell. While Rosetta's $575 million price tag is competitive to what General Atlantic was asking for AKQA last year, some bankers point out that the two agencies are vastly different.
The agency's models are also vastly different. Rosetta claims a more consultative model, while AKQA is known for its high-end creative work and its new forays into digital-media buying and planning.
Last fall, General Atlantic was reportedly unable to find a buyer for AKQA, largely because of its asking price for the agency, according to one executive familiar with talks with Dentsu, the most likely buyer at the time.
The agency's models are also vastly different. Rosetta claims a more consultative model, while AKQA is known for its high-end creative work and its new forays into digital-media buying and planning.
BzzAgent Sold to Tesco Unit, dunnhumby
http://www.blogger.com/post-create.g?blogID=7424963977768217107
Boston social marketing company BzzAgent has been acquired by dunnhumby Ltd., a shopper data unit of U.K. retail giant Tesco, in a deal that underscores retailers’ growing interest in social media.
The transaction, under which BzzAgent will operate as a stand-alone business, is valued around $60 million to the company’s senior management and investors, said sources.
BzzAgent uses word-of-mouth recommendations to drive brand sales and was founded in 2001 by Dave Balter, who will remain CEO and will also join dunnhumby's executive team. Dunnhumby is behind Tesco’s Clubcard loyalty program and helps retailers create shopper-marketing programs through analysis of consumer buying behavior. Balter said he first contacted the U.K. firm as a way to increase BzzAgent's 'agent' base, beyond its current base of 800,000, and to utilize dunnhumby’s targeting and analytical capabilities to add scale and better measurement.
"They want to be more social; we want access to their customer base,” he said. “Consumer loyalty leads to advocacy which leads to loyalty."
BzzAgent works for marketers like Procter & Gamble, L’Oréal, and Michelin. Dunnhumby was founded in 1989 by husband and wife team Edwina Dunn and Clive Humby. In addition to Tesco, the international firm works for other companies like The Kroger Co., Procter & Gamble, Shell, Coca-Cola, and Mars.
Boston social marketing company BzzAgent has been acquired by dunnhumby Ltd., a shopper data unit of U.K. retail giant Tesco, in a deal that underscores retailers’ growing interest in social media.
The transaction, under which BzzAgent will operate as a stand-alone business, is valued around $60 million to the company’s senior management and investors, said sources.
BzzAgent uses word-of-mouth recommendations to drive brand sales and was founded in 2001 by Dave Balter, who will remain CEO and will also join dunnhumby's executive team. Dunnhumby is behind Tesco’s Clubcard loyalty program and helps retailers create shopper-marketing programs through analysis of consumer buying behavior. Balter said he first contacted the U.K. firm as a way to increase BzzAgent's 'agent' base, beyond its current base of 800,000, and to utilize dunnhumby’s targeting and analytical capabilities to add scale and better measurement.
"They want to be more social; we want access to their customer base,” he said. “Consumer loyalty leads to advocacy which leads to loyalty."
BzzAgent works for marketers like Procter & Gamble, L’Oréal, and Michelin. Dunnhumby was founded in 1989 by husband and wife team Edwina Dunn and Clive Humby. In addition to Tesco, the international firm works for other companies like The Kroger Co., Procter & Gamble, Shell, Coca-Cola, and Mars.
AutoTrader to buy VinSolutions
http://www.bizjournals.com/atlanta/news/2011/05/18/autotrader-to-buy-vinsolutions.html
The deal is expected to close by mid-June.
Overland Park, Kan.-based VinSolutions provides Customer Relationship Management, Internet Lead Management, inventory management tools, dealer websites, sales management and desking tools, social media and direct targeted marketing campaign tools.
VinSolutions will become a subsidiary of Atlanta-based AutoTrader.com. It will keep its Overland Park headquarters and its management team led by CEO Mike Dullea and Chief Technology Officer Matt Watson.
"We are thrilled to acquire VinSolutions and add it to our best-in-class portfolio of dealer software solutions companies," said AutoTrader.com President and CEO Chip Perry, in a statement. "Over the last few years, the online marketing and dealer software solutions space has continued to grow and thrive which has been important to dealers' success, but at the same time it has become increasingly challenging and cumbersome. VinSolutions will further ramp up our dealer solutions product suite to provide dealers with a simpler, more functional one-stop-shop solution of Internet marketing software tools accessible by the dealer through a single sign-on tool."
The deal is expected to close by mid-June.
Overland Park, Kan.-based VinSolutions provides Customer Relationship Management, Internet Lead Management, inventory management tools, dealer websites, sales management and desking tools, social media and direct targeted marketing campaign tools.
VinSolutions will become a subsidiary of Atlanta-based AutoTrader.com. It will keep its Overland Park headquarters and its management team led by CEO Mike Dullea and Chief Technology Officer Matt Watson.
"We are thrilled to acquire VinSolutions and add it to our best-in-class portfolio of dealer software solutions companies," said AutoTrader.com President and CEO Chip Perry, in a statement. "Over the last few years, the online marketing and dealer software solutions space has continued to grow and thrive which has been important to dealers' success, but at the same time it has become increasingly challenging and cumbersome. VinSolutions will further ramp up our dealer solutions product suite to provide dealers with a simpler, more functional one-stop-shop solution of Internet marketing software tools accessible by the dealer through a single sign-on tool."
Tuesday, May 17, 2011
Publicis Groupe to Acquire Digital Shop Rosetta for $575 Million
http://adage.com/article/agency-news/publicis-groupe-acquire-digital-shop-rosetta-575m/227593/
Publicis Groupe has agreed to acquire Rosetta, taking the largest privately owned digital agency off the table. The purchase price is $575 million in cash, plus potential deferred payments dependent on the agency's future performance.
Rosetta's health-care expertise was likely attractive to Publicis. It shares a client in Johnson & Johnson, for which Razorfish does corporate brand and other marketing work.
Mr. Kuenne opened Rosetta's doors in 1998 after having spent a decade in the marketing department at J&J, leading the Band-Aid and Tylenol brands business. His subsequent work as a partner at First Manhattan Consulting Group, where he led its retail marketing practice, has helped to reel in the agency's smattering of retail clients, such as Hallmark, Crane & Co., Things Remembered and Sunglass Hut. Mr. Kuenne will continue to lead the agency, reporting to Jean-Yves Naouri, chief operating officer of Publicis Groupe.
http://www.ft.com/cms/s/0/9083ebe2-8092-11e0-adca-00144feabdc0.html#axzz1Mdc4SKYJ
Publicis Groupe has agreed to acquire Rosetta, taking the largest privately owned digital agency off the table. The purchase price is $575 million in cash, plus potential deferred payments dependent on the agency's future performance.
“We paid 13.7 times ebitda for Razorfish while we are paying 12.5 times for Rosetta,” he said. “So yes, if we look at pure revenue, it is more expensive; no, if we look at pure ebitda. If you make a balance of both we are paying at the same price.”
Publicis will pay an additional earn-out bonus to Rosetta’s management after three years if it exceeds certain revenue targets – which were not disclosed – without harming its profitability.
Rosetta's health-care expertise was likely attractive to Publicis. It shares a client in Johnson & Johnson, for which Razorfish does corporate brand and other marketing work.
Mr. Kuenne opened Rosetta's doors in 1998 after having spent a decade in the marketing department at J&J, leading the Band-Aid and Tylenol brands business. His subsequent work as a partner at First Manhattan Consulting Group, where he led its retail marketing practice, has helped to reel in the agency's smattering of retail clients, such as Hallmark, Crane & Co., Things Remembered and Sunglass Hut. Mr. Kuenne will continue to lead the agency, reporting to Jean-Yves Naouri, chief operating officer of Publicis Groupe.
http://www.ft.com/cms/s/0/9083ebe2-8092-11e0-adca-00144feabdc0.html#axzz1Mdc4SKYJ
Monday, May 16, 2011
Demandbase secures $10 million in venture funding
Customer-acquisition company Demandbase Inc. has closed a $10 million round of new financing to support accelerated growth of its online business-identification technology.
The new funding was led by Sutter Hill Ventures, along with existing investors Adobe Systems, Altos Ventures and Sigma Partners. The company has raised $27 million in venture underwriting to date.
Demandbase's Business Resolution Platform identifies website visitors by matching IP addresses with companies, to identify business Web traffic without using cookies.
http://www.btobonline.com/article/20110512/STRATEGY09/305129998/demandbase-secures-10-million-in-venture-funding?utm_source=dailynewsletter&utm_medium=email&utm_content=editorial&utm_campaign=dailyclickthroughs
The new funding was led by Sutter Hill Ventures, along with existing investors Adobe Systems, Altos Ventures and Sigma Partners. The company has raised $27 million in venture underwriting to date.
Demandbase's Business Resolution Platform identifies website visitors by matching IP addresses with companies, to identify business Web traffic without using cookies.
http://www.btobonline.com/article/20110512/STRATEGY09/305129998/demandbase-secures-10-million-in-venture-funding?utm_source=dailynewsletter&utm_medium=email&utm_content=editorial&utm_campaign=dailyclickthroughs
Buddy Media acquires social commerce company Spinback
Buddy Media, the largest Facebook Page management company, which has raised more than $38 million in venture funding, has acquired Spinback, a social e-commerce provider. Terms of the deal were not disclosed.
Spinback's EasyShare widget allows customers to share news of their purchases on social networks, while its EasyTrack analytics dashboard enables e-commerce companies to measure the degree of that sharing across the social Web and via emails.
While Spinback primarily serves retailers, Buddy Media said it plans to expand the offering to serve its client list of Fortune 100 marketers and international agencies.
http://www.btobonline.com/article/20110513/SOCIAL0101/305139999/buddy-media-acquires-social-commerce-company-spinback?utm_source=dailynewsletter&utm_medium=email&utm_content=editorial&utm_campaign=dailyclickthroughs#seenit
http://adage.com/article/digital/buddy-media-acquires-spinback-plans-measure-sales-impact-social/227510/
Spinback's EasyShare widget allows customers to share news of their purchases on social networks, while its EasyTrack analytics dashboard enables e-commerce companies to measure the degree of that sharing across the social Web and via emails.
While Spinback primarily serves retailers, Buddy Media said it plans to expand the offering to serve its client list of Fortune 100 marketers and international agencies.
http://www.btobonline.com/article/20110513/SOCIAL0101/305139999/buddy-media-acquires-social-commerce-company-spinback?utm_source=dailynewsletter&utm_medium=email&utm_content=editorial&utm_campaign=dailyclickthroughs#seenit
http://adage.com/article/digital/buddy-media-acquires-spinback-plans-measure-sales-impact-social/227510/
Tuesday, May 10, 2011
YouTube Founders Acquire Web Analytics Firm
http://bits.blogs.nytimes.com/2011/05/09/youtube-founders-acquire-web-analytics-firm/?nl=business&emc=dlbka22
Chad Hurley and Steve Chen, the co-founders of YouTube, are on a shopping spree.
In late April, the pair announced plans to purchase Delicious, the online social bookmarking service, from Yahoo, saving it from closure.
Now, they’re adding another company to the mix. On Monday, they announced plans to purchase Tap11, an analytics firm that tracks social media.
Mr. Hurley said in a statement that the acquisition was another move toward the pair’s ultimate plan to “create the world’s best platform for users to save, share, and discover new content.”
Tap11 helps businesses understand what is being said about their companies on social media Web sites like as Twitter and Facebook. The purchase of Tap11 will allow the company to provide “powerful tools to publish and analyze their links’ impact in real-time.”
The price of the sale and other financial terms were not disclosed. Both companies will roll into Mr. Hurley and Mr. Chen’s newest venture, AVOS.
The news of Mr. Hurley and Mr. Chen’s purchasing plans has prompted tremendous interest in the tech world. The two men, who started YouTube in 2005, and sold it to Google a year later for a staggering $1.76 billion, have said they plan to keep Delicious, which allows people to make lists deals, of interesting Web sites and share them with friends, intact.
However, the Tap11 news suggests they have a bigger plan in mind to change the way people share content on the Web.
In late April, the pair announced plans to purchase Delicious, the online social bookmarking service, from Yahoo, saving it from closure.
Now, they’re adding another company to the mix. On Monday, they announced plans to purchase Tap11, an analytics firm that tracks social media.
Mr. Hurley said in a statement that the acquisition was another move toward the pair’s ultimate plan to “create the world’s best platform for users to save, share, and discover new content.”
Tap11 helps businesses understand what is being said about their companies on social media Web sites like as Twitter and Facebook. The purchase of Tap11 will allow the company to provide “powerful tools to publish and analyze their links’ impact in real-time.”
The price of the sale and other financial terms were not disclosed. Both companies will roll into Mr. Hurley and Mr. Chen’s newest venture, AVOS.
The news of Mr. Hurley and Mr. Chen’s purchasing plans has prompted tremendous interest in the tech world. The two men, who started YouTube in 2005, and sold it to Google a year later for a staggering $1.76 billion, have said they plan to keep Delicious, which allows people to make lists deals, of interesting Web sites and share them with friends, intact.
However, the Tap11 news suggests they have a bigger plan in mind to change the way people share content on the Web.
Monday, May 9, 2011
Efficient Frontier Buys Facebook Agency Context Optional
http://adage.com/article/digital/efficient-frontier-buys-facebook-agency-context-optional-50-million/227372/
The self-funded company is led by CEO Kevin Barenblat. A spokesman said the entire staff of 60 will remain.
One of the biggest independent search firms Efficient Frontier is snapping up Facebook agency Context Optional for a reported $50 million. AllThingsD's Kara Swisher first reported the news and the deal price, which Efficient Frontier did not confirm.
Founded in 2006, Context Optional is one of a growing group of agencies building and maintaining corporate pages on Facebook. It worked with Virgin America on its SFO terminal launch and is one of 65 Facebook "preferred developers," meaning they appear in a directory of agencies Facebook recommends to marketers.
For some clients, Context Optional manages corporate Facebook pages in-house; for others it licenses a tech platform that allows them to do it on their own. Other companies with Facebook tech platforms include Buddy Media and Vitrue. The self-funded company is led by CEO Kevin Barenblat. A spokesman said the entire staff of 60 will remain.
"We are excited to offer marketers a complete solution for capitalizing on the growing social-marketing opportunity across Facebook, Twitter and LinkedIn," said David Karnstedt, Efficient Frontier's CEO in a press release. "The acquisition of Context Optional will create a unified platform for marketers to manage all of their social media touch points with brand enthusiasts."
DraftFCB to Acquire London-Based Digital Shop
http://adage.com/article/global-news/draftfcb-acquire-london-based-digital-shop/227379/
Blue Barracuda's 60 employees will be immediately merged with Draft's London office, increasing headcount 50% at the agency. Blue's management team will also be integrated, with former CEO Martin Talks becoming Draft, London's president of digital. The office will serve as the digital hub for Draft's agency network in Europe.
Blue Barracuda, founded in 2002, handles digital strategy and media buying and planning for clients such as Pizza Hut, Getty Images and Roche Pharmaceuticals
Interpublic agency DraftFCB will acquire London-based digital agency Blue Barracuda. The new entity will be called DraftFCB London "Fuelled By Blue Barracuda." Terms of the deal were not disclosed.
Blue Barracuda, founded in 2002, handles digital strategy and media buying and planning for clients such as Pizza Hut, Getty Images and Roche Pharmaceuticals
Random House Buys Digital Agency
http://mediadecoder.blogs.nytimes.com/2011/05/05/random-house-buys-digital-agency/?nl=business&emc=dlbka22
Random House has acquired Smashing Ideas, a digital media agency, in an effort to strengthen its digital publishing side, the publisher said on Thursday.
The acquisition “further signals the intention of Random House and its parent company to be leaders in digital content creation, and demonstrates their commitment to expanding revenues from mobile and interactive online products and services,” according to a statement from Random House.
Publishers have experimented with mobile applications with book content, but have struggled to market the apps to readers.
Smashing Ideas has worked with Random House in the past to develop mobile applications for children’s books, including “Pat the Bunny” and “Wild About Books.” It will continue to focus on children’s books, as well as reference, lifestyle and educational titles.
Founded 15 years ago, Smashing Ideas creates games, branded sites and applications for smartphones, tablets and other devices. It has served clients including Disney, PBS, Mattel and Nickelodeon, and added an e-publishing unit in 2010. Random House declined to disclose the terms of the deal.
Random House has acquired Smashing Ideas, a digital media agency, in an effort to strengthen its digital publishing side, the publisher said on Thursday.
The acquisition “further signals the intention of Random House and its parent company to be leaders in digital content creation, and demonstrates their commitment to expanding revenues from mobile and interactive online products and services,” according to a statement from Random House.
Publishers have experimented with mobile applications with book content, but have struggled to market the apps to readers.
Smashing Ideas has worked with Random House in the past to develop mobile applications for children’s books, including “Pat the Bunny” and “Wild About Books.” It will continue to focus on children’s books, as well as reference, lifestyle and educational titles.
Founded 15 years ago, Smashing Ideas creates games, branded sites and applications for smartphones, tablets and other devices. It has served clients including Disney, PBS, Mattel and Nickelodeon, and added an e-publishing unit in 2010. Random House declined to disclose the terms of the deal.
Tuesday, May 3, 2011
Social media ad spending to hit $8.3 billion by 2015
http://www.dmnews.com/social-media-ad-spending-to-hit-83-billion-by-2015-report/article/201973/
Social media advertising spending will increase from $2.1 billion in 2010 to $8.3 billion by 2015, according to a report released by research firm BIA/Kelsey on May 2. The “US Local Media Annual Forecast (2010-2015)” also forecast a 1% decline in traditional advertising spending, falling to $115.7 billion in 2015.
Jed Williams, a BIA/Kelsey analyst and program director of the firm's Social Local Media service, said social media gives advertisers the ability to target consumers and measure performance.
“The bottom line is if you can multitarget and you can target down at a really granular level, you have a better chance of knowing exactly who your message is reaching and how they're engaging with it,” said Williams.
BIA/Kelsey considers only social media display advertising and non-display advertising, such as Twitter's Promoted Tweets and Promoted Trends; it does not account for social commerce, social marketing, social gaming or virtual goods and rewards.
Additionally, the report found that social media's share of digital advertising budgets will more than double to 21.9% by 2015. Digital advertising's share of total advertising budgets is also expected to nearly double to 24.7% in the next three to four years.
“We think [Facebook's percentage of display ad impressions] will reach a majority share by 2014-2015,” he said.
According to comScore, Facebook generated more than 33% of all US online display ad impressions in February 2011.
Jed Williams, a BIA/Kelsey analyst and program director of the firm's Social Local Media service, said social media gives advertisers the ability to target consumers and measure performance.
“The bottom line is if you can multitarget and you can target down at a really granular level, you have a better chance of knowing exactly who your message is reaching and how they're engaging with it,” said Williams.
BIA/Kelsey considers only social media display advertising and non-display advertising, such as Twitter's Promoted Tweets and Promoted Trends; it does not account for social commerce, social marketing, social gaming or virtual goods and rewards.
Additionally, the report found that social media's share of digital advertising budgets will more than double to 21.9% by 2015. Digital advertising's share of total advertising budgets is also expected to nearly double to 24.7% in the next three to four years.
“We think [Facebook's percentage of display ad impressions] will reach a majority share by 2014-2015,” he said.
According to comScore, Facebook generated more than 33% of all US online display ad impressions in February 2011.
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