Friday, October 29, 2010

YPG Acquires Enquiro / Launches Digital Marketing Company Focused on National Advertisers

Yellow Pages Group (YPG) just announced  the launch of Mediative — a digital advertising and marketing solutions provider for national agencies and advertisers. Mediative is a roll up of Enquiro, Uptrend, and Ad Splash and will focus on national agencies and advertisers' needs through its two divisions: YPG Ad Network and Mediative Performance.
YPG Ad Network will offer digital media advertising, capitalizing on YPG's existing strong network of print and online properties including flagship destinations, and Specifically, the YPG Ad Network will provide premium and performance display advertising and audience targeting on Canada's leading online and mobile ad networks, as well as vertical ad products and solutions in the automotive, real estate and retail categories.
Mediative Performance will offer a wide array of services, such as SEO, SEM, social media marketing, and location-based marketing.
Concurrent with the launch of Mediative, YPG announced a series of transactions. YPG acquired Enquiro, a leading search engine marketing company, Ad Splash Media, a national retail advertising leader, and UPTREND Media, Canada's leading independent online advertising representation firm. These companies will be combined under Mediative, a Yellow Pages Group Company. YPG has also entered into an exclusive licensing agreement with Acquisio enabling Mediative to provide to its customers access to Acquisio's leading search, social and display advertising platform in Canada. YPG holds a 24% ownership interest in Acquisio Inc. since April, 2009. The total purchase price for these acquisitions will be of up to $60 million. An amount of $35 million was paid in cash at closing and the balance will be paid over time subject to future performance. These acquisitions will generate approximately $35 million of annualized revenues.