Martini Media Acquires Decision Maker Media
By Martini Media / AG, 29 Jan 2010
Martini Media, a leading media group targeting affluent consumers, has acquired Decision Maker Media (DMM), the largest vertical media platform online capturing Business-Decision-Makers.
With the acquisition, Martini Media has created a media asset with more than 40M unique users with annual household incomes exceeding $100K, on a combination of professional and lifestyle sites that, in aggregate, reaches this affluent audience in the entirety of their time engaged online.
Michael Downing, co-founder of DMM says, "We're incredibly excited to join forces with Martini; not only have the aims of our two companies been strikingly similar, but we have been consistently impressed by the work they've done this past year. Engaging the affluent audience online in both the professional and lifestyle environment provides Martini Media with a powerful position in the marketplace moving forward."
In the discovery phase of this transaction, Martini Media partnered with Datran Media, using the company's Aperture audience measurement technology to learn that DMM's audience is highly accretive and incremental to Martini's.
"The depth with which we can help our partners identify and understand the audience of any media asset has increased dramatically in the past year through Aperture," said Patrick Vogt, chairman and CEO of Datran Media.
"Our software's analysis made it clear that DMM was a perfect complement to Martini and its objectives, and we look forward to our continuing work with the company."
"The $100K+ audience has quickly become the most engaged segment online, at over 30 hours spent per week, so this acquisition is perfectly aligned with the Martini strategy of capturing affluent engagement," said Skip Brand, CEO of Martini Media.
"Martini, from the beginning, has been able to capture half this time through the passions and pursuits of this audience. Now, with the addition of Decision Maker's business network, we now have affluent engagement at work and at play."
Martini has broken new ground in this field, being the only media network directly targeting the 50M affluent consumers - the 25% of the domestic online population accounting for 54% of all spending. Decision Maker Media's strategy has been similar, specifically reaching leaders in the business world on behalf of Fortune 1000 advertisers.
"Our advertisers have been thrilled with the positive results seen reaching the affluent online," said Brand.
"Now, we'll be able to offer distinct campaigns reaching this audience through their professional and personal pursuits, doubling the size of our market."
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