Digital media agency Mark1 has bought two top line digital businesses – Primedia’s Dash of Lime and 365 Digital – in a deal that becomes effective 01 June 2016.
“After a detailed review of its existing assets and platforms as part of its annual strategy formulation process, Primedia took the decision to sell some of its interests in Primedia Online,” said Primedia’s group commercial and legal executive, Geraint Crwys-Williams.
Mark1 was invited to enter into negotiations immediately. Primedia wanted to make sure that their assets would be passed on to a company on the forefront of the industry that not only would use the technology available to its full potential, but that would also take care of the clients as well as the staff employed under the two brands.
Primedia Online CEO Tanja Lategan said that Mark1 was the obvious choice. “Mark1 has a very experienced management team and, together with their award-winning ad operations and sales teams, I have the greatest confidence in their ability to take Dash of Lime and 365 Digital to new heights,” she said.
365 Digital will remain a standalone business entity, while Dash of Lime will be absorbed into Mark1 Media.
“I have always considered the Mark1 team a family and I am excited to welcome 365 Digital and Dash of Lime to our ever expanding family,” says Mark1 managing director, Daan du Toit.”The fact that we are in a position to acquire these two companies is a huge step for us and we are very proud of our growth. We expect Mark1 to continue to grow in leaps and bounds going forward.”
Mark1 will take ownership of Dash of Lime’s extensive premium publisher network and will not only take responsibility for ad sales but also offer publishers’ inventory to clients programmatically through their Private Marketplace (PMP). One of these publishers is South African online giant, Gumtree.
When asked about Dash of Lime’s new ownership the director of Gumtree, Johan Nel, said, “I’ve known Daan and Joe for years and I am thrilled to have Mark1 as our media sales partner – I have no doubt that working together will produce brilliant results.”
365 Digital is the exclusive reseller of ONE by AOL (formerly known as ADTECH) in Southern Africa – A world class cross-screen ad serving and media management solution. Mark1 will incorporate their current yield management service into 365 Digital, offering publishers an end to end solution for their digital inventory monetisation.
“This is a huge strategic move for Mark1 and I’m thrilled at the opportunities this presents to current and future clients on both the advertiser and publisher side of our industry,” said Joe Steyn-Begley, sales director. “We’ve always been a local market leader in the use of technology and how we assist our clients to achieve their business goals and these acquisitions strengthen that position even further.”
