Hoping to Speed Campaign Launches, Theorem Buys Webpencil

  |  November 24, 2008   |  Comments

Move aims to shorten lag between the creation and delivery of rich media ads.

Looking to shorten the lag between the creation and delivery of rich media ads, New Jersey-based online media operations and data services company Theorem has acquired Webpencil, a rich media design boutique based in Las Vegas.

Theorem specializes in reporting, online ad and search operations services for online marketers as well as rich media testing, trafficking and e-mail marketing campaign deployment.

CEO and Founder Jay Kulkarni, former head of product management at DoubleClick, said Theorem does a lot of outsourced operations for agencies, publishers and networks. "In the process of doing that, we found pain in the industry... What they're saying is that there must be an easier, quicker and more efficient way to come up with the creative process."

Kulkarni said Theorem's customers were unhappy with the delay, often up to six weeks, between when a campaign is created and when it runs. "Also, it's too expensive to have different variations and different sizes of these banners," he said, noting Theorem has about 65 customers "all over the world."

His goal was to add the creative process to Theorem's capabilities, and he says he had a specific type of company in mind. "When I started to look at an acquisition this summer, I wanted it to be a U.S.-based company, I wanted it to have less than a dozen people, and I wanted them to be very intimate with rich media and flash banners that run on the networks."

He said Webpencil fit the bill perfectly, being a specialist boutique that's been working in the field for a decade. The firm builds online advertising creatives and rich media compatible with Flash, DART Motif, PointRoll, Eyeblaster and Atlas, among other platforms. Kulkami was also impressed that Webpencil created campaigns for Barack Obama's campaign.

Details of the acquisition were not revealed. Webpencil cofounders David and Cheryl Rosowsky will remain with the company in their current roles.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs