Digital Marketing 27 March

27-03-2006

by Ciara O'Brien

The Sun exploits social marketing with MySpace | DoubleClick confirms Falk buy

The Sun exploits social marketing with MySpace: It seems that everyone is jumping on the social networking bandwagon, with the latest convert being The Sun newspaper. The tabloid paper is linking up with popular site MySpace.com to create an online readers' network.

The MySun branded portal will allow Sun readers to set up their webpages and blogs, and share pictures and video clips.

Both The Sun and MySpace.com are owned by Rupert Murdoch's News Corp. MySpace currently has some 60 million registered users in the 16 to 34 age group - always considered one of the hardest demographics to reach with any form of marketing message.

The Sun is not the first to recognise the potential of MySpace as an added marketing tool to draw in customers. TV show Nip/Tuck used the website to boost speculation over last season's mystery criminal, The Carver, complete with video messages, a blog and a list of the mystery man's likes and dislikes.

Social networking sites are becoming increasingly popular with the 16 to 34 age group, with newer sites such as Bebo springing up to take advantage of demand. The pages typically carry some form of advertising to reach this coveted age group.

DoubleClick confirms Falk buy: DoubleClick has confirmed the acquisition of online advertising firm Falk eSolutions. German-based Falk is a global provider of online advertising delivery and marketing management solutions.

The move marks what could be a major assault on the European market for US-based Doubleclick, which provides digital media advertising technology and services for marketers, ad agencies and web publishers.

DoubleClick has a foothold in the United Kingdom and France, while Falk has a strong presence in the German market and the Benelux region - Belgium, Netherlands and Luxembourg.

"By acquiring the assets of Falk AG and its management team, DoubleClick enhances its strength and commitment to the global ad-serving market including the EU in general and Germany in particular," said Jay MacDonald, the DeSilva & Phillips Digital Media and Technology Group partner who oversaw the transaction.

Both firms are expected to benefit from the merger. "The established geographic footprint of DoubleClick's operations will give Falk an immediate scale it would otherwise take significant time to build," said said CEO Thomas Falk.

David Rosenblatt, CEO of DoubleClick, described Falk as a "natural fit" with DoubleClick. The company is expecting the merger of the two firms to benefit its clients by helping them to increase return on investment on their digital advertising spend. "The acquisition will complement DoubleClick's strong focus in digital advertising, our innovative research and development, and our ongoing investment in search, optimisation and rich media," he said.