Ad Pepper Lands Deal with Aussie Network
Two regional ad networks partner to cross-sell their inventory inthe face of increasing competition from U.S. players.
European ad network ad pepper media will begin cross-selling for an Australasian counterpart through terms of an alliance with BMCMedia, announced Tuesday.
The deal boosts both networks’ reach for advertisers. Amsterdam-based ad pepper reps about 470 sites from Europe and the U.S., and serves about 750 million impressions per month.
BMCMedia represents about 200 sites in Asia and Australia, and about 200 more through a similar deal with KT Internet’s Adclick network in Korea. BMCMedia serves about 2 billion impressions monthly.
“The broad reach provided by the specialized and high-quality sites of the BMCMedia network … throughout the Asia-Pacific region will give ad pepper medias growing ranks of advertising customers access to a whole new world,” said Ulrich Schmidt, chief executive officer for ad pepper media International. “Our advertising customers increasingly see the tremendous potential of the Australian and Asian markets.”
BMCMedia also gains leverage in its bid to expand from Australia, where it enjoys a dominant market share, to the growing Asian Pacific and European ad markets. Local competitors include the regional affiliates of U.S. ad networks 24/7 Media and CMGI-owned Engage, both of which have sizable European presences as well.
BMCMedia also has a longstanding agreement with Engage; the Australian network inked a reselling deal with ad network Flycast, which was later purchased by Engage.
“This is a significant development for BMCMedia, as our regional markets are increasingly being sought by North America, Latin American, and European advertisers, who are customers of ad pepper media,” BMCMedia managing director Murray Hamilton said. “Equally important for us, our Australian and Asia-Pacific advertisers now have the ability to reach European markets.”
In a time when many of the ad networks — including the big U.S. players — are being hammered by hostile markets and revenue droughts, such partnerships also might help to stave off disaster until traditional advertisers replace flagging dot-com spending.
