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Orange Acquire Online Advertising firm Unanimis
Orange has acquired a 100 per cent stake in UK online advertising firm Unanimis in order to increase its online presence and develop its mobile advertising network.
News of the deal broke yesterday but was officially confirmed by France Telecom, who own the Orange brand, today in a statement on the company’s website. Paul Francois Fournier, Executive Vice President at Orange Advertising said: “With the acquisition of Unanimis, Orange now has strong footholds in two of Europe’s three main digital advertising markets – France and the UK”.
The deal is thought to be worth £15 million and gives Orange a significant edge in online marketing as Unanimis is the UK’s largest exclusive with a £22 million turnover last year. France Telecom is keen to spread its wings and develop ancillary revenue from outside of its core mobile business. The aim is to take ancillary revenue from 9 per cent to 20 per cent of Orange’s total revenue.
Unanimis represents a sound investment for the company, with a strong client base including the AA, Channel Five, Ticketmaster and Gumtree. “The acquisition will put Orange and Unanimis at the forefront of digital and mobile advertising in the UK with unparalleled scale and reach across web, mobile and interactive media,” according to Orange’s press release.
As a result of the acquisition, Orange will now have access to over 71.5 per cent of the UK online population, along with a reach to other substantial online markets in France, Spain and Poland. With predictions indicating online advertising will capture 27 per cent of total advertising spend by 2011, the future’s bright for the new merger.
Mobile and Video Advertising news posted by Scott Tickner on 28 August 2009
