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Adconion Media Group acquires Smartclip


By Ishbel Macleod, PR and social media consultant

November 8, 2011 | 3 min read

Adconion Media Group has today announced the acquisition of smartclip, Europe’s leader for digital video advertising.

The addition of smartclip’s global network of in-stream and connected TV distribution partners is expected to increase the volume of exclusive inventory available across Adconion’s digital distribution platform.

Prior to this acquisition Adconion had a potential reach of 687million across its global platform or just over half the global online population, and it is anticipated that with over 500 new publisher sites from the smartclip portfolio, this number will grow significantly as well as increase the Adconion global footprint to 17 countries worldwide.

Tyler Moebius, founder and CEO of Adconion Media Group, has predicted that this announcement will shake up the video market considerably as studios, agencies and advertisers are demanding the opportunity to hyper-syndicate more targeted content across multiple platforms than ever before.

He said: “The addition of smartclip’s exclusive in-stream reach and Connected TV apps to our platform is an important development in growing the online video industry globally. We will now be providing advertisers an exclusive audience which they can reach in scale across in-banner, in-stream and Connected TV.

“The online video and web TV market is incredibly fragmented across the globe and there is an extreme shortage of quality in-stream inventory. We’re seeing the same market evolution in video inventory that we experienced in premium display several years ago. Opportunistic vertical broker networks are popping up every day and are focused only on arbitrage, or brokering the same real estate and essentially adding no value to the advertisers, publishers or content partners. We are focused on providing technical solutions to our publishers, superior monetization for our content partners and exclusive audiences and deep user experiences at scale to our advertisers.”

Matthias Quadflieg, Adconion’s chief operating officer international, added: “We believe advertising will be the main monetisation vehicle for Connected TV programs and apps. The heritage of Adconion Media Group lies in maximising revenue for commercial partners through delivering the right audience, on the right platform, to the right brand, at the right time, at unprecedented scale. I look forward to welcoming smartclip to our Adconion family. Together we will create amazing user experiences that supercharge the global video ecosystem for the benefit of consumers, advertisers, publishers and content owners.”

Jean-Pierre Fumagalli, co-founder and CEO of smartclip, said: “Adconion is both strategically and technologically a natural partner for us to accelerate and achieve smartclip’s next level of growth.

“Both parties understand the evolution of audio visual media consumption and are committed to delivering to advertisers and agencies solutions for a digitally merged TV and online video experience on a global scale.”

Adconion will gain 118 employees in Europe through the acquisition, and will expand to 27 offices servicing clients throughout the UK, Germany, France, Spain, the Netherlands, Belgium, Italy and Portugal in Western Europe; Sweden, Norway, Denmark and Finland in Northern Europe; and Russia.

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