9/2/2009 12:51:00 PM
Orange buys Unanimis in latest advertising move
Orange has made a crucial move towards positioning itself as a ‘media’ company, after acquiring the UK’s biggest digital advertising agency, Unanimis, for around £15m last week.
The operator will make the agency, whose advertisers include Ticketmaster, Asos and Match.com, part of its new Orange Group Advertising Network.
The wider Orange Group vision is to grow its business in other areas and find new revenue streams, especially in media.
One source at the network said: ‘Unlike other operators, we see this as a core part of our audience business. It’s a new revenue stream and a chance for us to work more like a media company than a traditional telecoms operator.’
The acquisition of Unanimis gives Orange the platform to advertise on other companies' websites, while also selling ads on the Orange portal. The new group will offer ads across PCs, mobile and IPTV.
The move comes in the same week that the now Orange-owned Blyk MVNO was officially withdrawn.
Orange announced it had bought Blyk last month.
The network will now use the ad funded network to provide targeted text advertising through its ‘Monkey’ free music steaming tariff.
Orange's UK CEO, Tom Alexander, is keen to form commercial partnerships as part of the company’s strategy. The network is expected to announce several more advertising-related partnerships and acquisitions over the next 18 months.
The operator is also looking to integrate Blyk into tariffs other than ‘Monkey’ (Orange’s prepay offering aimed at the youth market) over the coming months.