Boston-based creative, interactive, PR, and marketing player AMP Agency, a division of Alloy Media + Marketing, has acquired Rock Coast Media, a Newburyport, MA, shop specializing in search marketing and social media marketing strategy.
In discussing the deal, officials from both companies pointed to the benefits of pooling their talents, noting advertisers increasingly want to work with agencies capable of crafting campaigns integrating diverse technologies and platforms. In buying Rock Coast Media, AMP Agency, which calls itself a “full-service experiential marketing agency,” said it is bolstering its search and social media side.
Rock Coast Media President Stephen Anderson said it had become apparent his team “really needed to be integrated” with a company that could provide a “full media plan, a full interactive approach.” He and AMP Agency SVP of Media Services Karen Macumber noted the companies worked together in the past on projects, including one for Boyne Resorts, and found they made a good team. “We had that search element and they had the other components,” Anderson said.
Macumber said AMP Agency clients will benefit from the Rock Coast deal because “there are not many agencies out there now that can say they have truly integrated media offerings across earned media as well as paid media and search.” She said AMP Agency had the ability to do only “very small” search marketing and search engine optimization (SEO) campaigns in-house and needed to partner with other companies, such as Rock Coast, to handle larger engagements.
AMP Agency clients include Maybelline New York, US Cellular, and MassPort. Rock Coast’s included Coldwell Banker Real Estate, Princess Cruises, and Cunard Line.
Terms of the transaction were not disclosed.
Rock Coast employs 10; AMP Agency employs 105, including 75 based in Boston.
Header bidding is a programmatic technique that allows publishers to offer their inventory through multiple ad exchanges before they serve up ads from their ad server.
YouTube is said to be preparing new non-video features that will allow content creators to interact with their viewers through photos, text posts, links and polls.
Few digital terms are as dirty as clickbait. It's the scourge of the web, and Facebook recently announced a News Feed update aimed at reducing the prevalence of clickbait headlines on its service.
The website of National Public Radio (NPR), npr.org, receives upwards of 30 million unique visitors each month, but as of next Tuesday, ... read more