Orange Acquire UK’s Largest Exclusive Digital Advertising Network
Orange Acquire UK’s Largest Exclusive Digital Advertising Network
1st September , 2009
Europe : Orange has moved further into the world of digital advertising, both mobile and online, with the acquisition of Unanims. Orange France has acquired one hundred percent of Unanims which is the UK’s largest exclusive digital advertising network. The acquisition will see Orange move into the frontline of digital and mobile advertising in the UK with a span across web, mobile and interactive media.
The combination of Orange’s mobile and internet networks and Unanimis’s digital advertising network means that over 70% of the UK’s online community will be accessible to Orange’s client base.
This opens many mobile and internet advertising opportunities for Orange. This also applies to Orange’s subcriber base in Poland, Spain and France.
Together, Orange and Unanimis will have particular strength in the area of online advertising, which is the fastest growing advertising segment in UK and is expected to account for 27% of total advertising spend in the UK in 2011, up from 19% in 2007. The Western European online advertising market was worth an estimated 12 billion euros in 2008 and the UK represented Europe’s largest market (31%). Orange and Unanimis will also have strong positions in new growth areas such as mobile advertising.
Unanimis has exclusive online advertising relationships with key website brands such as the AA, Ticketmaster, ASOS, Gumtree and Shopping.com giving it the most extensive, exclusive-access, digital advertising portfolio in the UK.
“With the acquisition of Unanimis, Orange now has strong footholds in two of Europe’s three main digital advertising markets – France and the UK – which provide outstanding opportunities to pan-European advertisers and agencies while enabling us to accelerate our plans for growth from the mobile and online environment,” said Paul Francois Fournier, Executive Vice President, Orange Advertising. “Our combined strengths will help us to achieve the Group’s overall ambition to drive revenues from 9% to 20% in new growth areas, of which advertising is a key strand.”
Unanimis will continue to operate under its brand name and will become part of the Orange Group Advertising Network, which offers advertisers and publishers an opportunity to reach new audiences by leveraging Orange’s multi-screen assets across the PC, mobile and TV platforms.
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