Mass Transit Interactive to be Folded into Horizon Media
The traditional media buying agency has purchased Mass Transit's assets to acquire digital expertise.
Independent media services agency Horizon Media has acquired the assets of Mass Transit Interactive. Terms of the deal were not disclosed.
The 14-employee, digital marketing shop will be absorbed into Horizon, which had 280 employees before the acquisition and worked largely in traditional media. Mass Transit will expand Horizon’s capabilities in search engine marketing, email relationship marketing and digital channel integration. Both companies are based in New York City.
Mass Transit’s CEO, Jason Heller, and Ruby Gottlieb, Horizon’s SVP of affiliated services, will be co-managing directors of Horizon Interactive. Jason Burnham, Mass Transit’s president and media director, will take on the role of media director. Billings for the combined unit are estimated to be $40 million.
“Digital media has finally earned its place as part of an effective media mix. The increased demand from marketers for both deep interactive experience, as well as zero-based communication planning, makes this a win-win-win for Mass Transit, Horizon and all of our collective clients,” Heller said.
Mass Transit and Horizon have worked together for clients like A&E Television Networks and Ace Hardware for more than two years, he said. Other Mass Transit Clients include BMG Direct, Diageo, and the Independent Film Channel. Horizon’s clients include Vivendi Universal Games, IKEA North America, and WWE.
Horizon’s total billings for 2004 totaled $1 billion, with Internet making up just 2 percent of that, according to the company. Like most traditional media buying firms, the bulk of Horizon’s billings came from TV and radio. The company is based in New York, and has offices in Los Angeles, Atlanta, Orlando and Amsterdam.
