Dentsu Invests in Avid Media
- by Radu Cotarcea
On the same day it announced its acquisition of WiTH Collective Services in Australia, Dentsu Aegis announced an investment in Avid Media, a UK content marketing and native distribution company.
Avid Media was founded by two brothers "with a wide range of experience in the digital marketing field." According to Dentsu, its native distribution platform Spartan combines both programmatic and dynamic content feeds, automatically populating and formatting content to run in all native placements, while its content insight tool Canopy can report performance metrics from native distribution and identify content gaps within a client's existing asset portfolio.
The Dentsu press release announcing the investment explained the move: "As a background to the investment, there is a growing client need for content that engages the audience. According to Enders Analysis, the combination of content marketing and native advertising is expected to account for 64% of all paid media via mobile worldwide in 2020. In more mature markets such as the United Kingdom, this proportion is predicted to be even higher. Moreover, since native advertisements are not impacted by ad blocking technology, they are able to continue delivering brand messages to the target audience."
Denise’s hope is that the solutions provided by Avid Media will complement its existing Amplifi investment.
Other recent investments of Dentsu include the acquisitions of the data management company Accordant media (reported on by Savage Intel on September 2, 2016), of German Markenloft (reported on by Savage Intel on August 19, 2016), and of US independent data marketing agency Merkle Group (reported on by Savage Intel on August 9, 2016).