27 August 2009 | Author: D. Warburton Search Copywriter

Orange acquires Unanimis to revive online advertising

Orange has acquired digital advertising network Unanimis to increase its prominence in the online advertising sales market.

Orange won a successful bid on the ad sales service, which is valued by industry insiders at £10-£15 million according to New Media Age, and generated turnover of £21.7 million for the year to June 08.

This is further to last month's announcement of Orange's partnership with mobile advertisers Blyk to offer ad-funded services to subscribers, as Orange focuses on making an impression on advertising markets.

Orange launched its own online advertising network in February 2007 with clients including All Approved Cars, Pokerzone TV, Sidestep and TV Guide, but Pokerzone pulled out a year later, causing Orange to state that it was reviewing its work but was committed to clients.

The acquisition of Unanimis provides access to over 100 online publishers including the AA, Skyscanner, Ticketmaster and classified ad site Gumtree. It also represents Electronic Arts' online casual gaming service Pogo UK and UK TV channel Five.

Founded in 2001, Unanimis also owns Global Direct Media and its affiliate channel, and sells inventory for mobile sites, specialising in branded and performance display advertising. The service focuses on specific target audience segments and claims to reach in excess of 25.6 million unique online users each month, offering a huge audience for Orange's marketing campaigns.

Orange's newfound vigour follows the appointment of new head of international client sales David Buckle. An estimated £385 million was spent through UK networks last year, making mobile and online advertising a lucrative industry.

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