European ad network ad pepper media will begin cross-selling for an
Australasian counterpart through terms of an alliance with BMCMedia,
announced Tuesday.
The deal boosts both networks’ reach for advertisers. Amsterdam-based ad
pepper reps about 470 sites from Europe and the U.S., and serves about 750
million impressions per month.
BMCMedia represents about 200 sites in Asia and Australia, and about 200
more through a similar deal with KT Internet’s Adclick network in Korea.
BMCMedia serves about 2 billion impressions monthly.
“The broad reach provided by the specialized and high-quality sites of
the BMCMedia network … throughout the Asia-Pacific region will give ad
pepper medias growing ranks of advertising customers access to a whole new
world,” said Ulrich Schmidt, chief executive officer for ad pepper media
International. “Our advertising customers increasingly see the tremendous
potential of the Australian and Asian markets.”
BMCMedia also gains leverage in its bid to expand from Australia, where
it enjoys a dominant market share, to the growing Asian Pacific and European
ad markets. Local competitors include the regional affiliates of U.S. ad
networks 24/7 Media and CMGI-owned Engage, both of which have sizable
European presences as well.
BMCMedia also has a longstanding agreement with Engage; the Australian
network inked a reselling deal with ad network Flycast, which was later
purchased by Engage.
“This is a significant development for BMCMedia, as our regional markets
are increasingly being sought by North America, Latin American, and European
advertisers, who are customers of ad pepper media,” BMCMedia managing
director Murray Hamilton said. “Equally important for us, our Australian
and Asia-Pacific advertisers now have the ability to reach European
markets.”
In a time when many of the ad networks — including the big U.S.
players — are being hammered by hostile markets and revenue droughts, such
partnerships also might help to stave off disaster until traditional
advertisers replace flagging dot-com spending.
