media

Lin Media continues to expand digital portfolio with Dedicated Media acquisition

COURTESY LIN MEDIA
IN ITS SECOND SUCH ACQUISITION in recent weeks, Lin Media announced that it has acquired a majority ownership position in Los Angeles-based Dedicated Media.
Posted 4/10/13

PROVIDENCE - Local multimedia company Lin TV Corp., which does business as Lin Media, has acquired a majority ownership position in multi-channel ad buying and optimization company Dedicated Media, its second such acquisition in recent weeks.

In a release, the company said the acquisition “adds depth to Lin Media’s suit of digital marketing solutions and maximizes the effectiveness of advertising campaigns by further advancing its performance-based technology, data targeting and detailed reporting and analytics.”

“This is another strategic acquisition that we have made to deepen and differentiate our digital marketing portfolio and provide best-in-class advertising solutions to our clients,” Vincent L. Sadusky, president and CEO of Lin Media, said in prepared remarks.

“Dedicated Media employs the latest proven technologies to create, plan and execute the most effective digital marketing campaigns on behalf of its global clients,” added Sadusky. “We are excited about the numerous synergies and revenue opportunities that we intend to achieve as a result of this acquisition.”

Los Angeles-based Dedicated Media was founded in 2004 and has offices in New York, Chicago and San Francisco. Its products include: Dedicated Networks, Digital Video Response Network and CPADNA.

Dedicated Networks secures inventory from hand-selected sites based on clients’ needs and utilizes Dedicated Media’s proprietary SMARTstack platform to offer custom plans with data targeting, “sophisticated decision-making technology,” detailed reporting and analytics and industry leading brand safety,” according to a release.

The Digital Video Response Network “seamlessly and cost-effectively” distributes clients’ videos to the correct audiences using precision targeting capabilities.

Lastly, CPADNA is Dedicated Media’s top-tier, cost-per-acquisition platform, which united advertisers and affiliates through performance-based technology, including Cost Per Action, Cost Per Click and Click2Call network advertising.

In a statement, Robb Richter, senior vice president digital for Lin Media, said: “Dedicated Media has the ability to deliver the right ads to the right users at the right times. Many brands and agencies have adopted this model as a cornerstone to their media planning. We are committed to ensuring our clients spend their digital marketing dollars on solutions that will deliver the greatest returns.”

“Lin Media’s vision of digital marketing is perfectly aligned with the Dedicated Media approach to use data, innovative technology and intelligence to drive revenue, manage risk, increase response and ROI across a growing number of digital channels,” Scott Yamano, CEO and co-founder of Dedicated Media, said in a statement. “Lin Media customers will have greater insight into how their digital marketing spend impacts their business and how to optimize their cross-channel campaigns.”

On April 5, Lin announced that it had acquired a majority ownership position in HYFN, a full-service developer of mobile, social media and Web experiences.

Providence-based Lin Media operates or services 43 television stations and seven digital channels in 23 markets in the U.S.

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