Online Media & Mktg Deal Flow for 2004

Some more figures on the M&A deal track for online media and marketing services, courtesy Tolman Geffs at The Jordan, Edmiston Group. His topline thoughts on the deal flow: (Download the 4 page PDF here, on charts on the deal stats etc)

– Nice acceleration across both sectors. We finally have buy-in among the major strategics that online marketing is both effective and mass scale. So virtually all are building/buying an online media capability and the analytics & tools to manage, and many are tentatively moving toward combining these capabilities with offline media. So much of the M&A is toward building 2 or 3 legged platforms of offline/online/data & tools

– A look at transaction rationale from the buyers perspective. Many deals are, as expected, pure consolidation = buying a direct competitor. However, the dominant driver has been vertical integration, buying companies that offer complementary services to your core customer base. Toward building the 2 or 3 legged portfolio mentioned above…

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