Combined firm plans expansion into mobile audio ads by end of year.
Online radio ad platform TargetSpot has acquired rival Ronning Lipset Radio, creating a network of over a thousand stations on more than 50 radio groups and web properties. The combined company will have the largest reach of any online radio ad network, reaching in excess of six million users weekly, according to TargetSpot.
As a result of the deal, network partners will now include major broadcasters such as CBS Radio and Entercom, online properties such as those of Yahoo, AOL, and Live 365, and independent stations including Big R Radio, 181.fm and 1club.fm.
Ronning Lipset is the more seasoned firm, having been founded in 2003. It has relationships with CBS and AOL that extend back a number of years. TargetSpot meanwhile was founded early in 2007, but didn't open up to advertisers until last fall.
The combined company is well-positioned to branch out into mobile ads, according to CEO Doug Perlson. "We are big believers that audio advertising will prove to be the single most effective way to reach someone using a mobile connected device," he said in a statement, adding that the company will unveil mobile audio ad solutions by end of year.
Eric Ronning and Andy Lipset, Ronning Lipset co-founders, join TargetSpot as co-presidents of sales.
TargetSpot's platform offers advertisers ad creation, campaign creation, various targeting factors, and reporting. Advertisers can create customized audio, video, banner and text ads with an array of music beds, sound effects and visuals provided by TargetSpot. Clients can also upload creative directly, and ads can be targeted by demographic, location, or station.
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.