Specific Media Acquires AdCombination

Media platform continues global expansion into Europe

IRVINE, Calif. – Specific Media, a next generation media platform company, recently announced the acquisition of Amsterdam-based AdCombination in a move to expand its operations into the Netherlands, Belgium and Luxembourg. AdCombination is a leading display network in the region, with a premium publisher network and strong industry relationships. With the acquisition, Specific Media extends its foothold as the largest independent digital media platform in Europe.

The acquisition follows Specific Media’s expansion into the Nordic region with office openings in Norway and Denmark in 2009 and Sweden in 2010. Specific Media’s move into the Benelux region reflects the company’s strong performance and focus on European growth, with the AdCombination business being integrated into the Specific Media brand.

“Specific Media continues to strategically build out its media platform on a global scale, and our move into the Benelux will provide tremendous opportunities for advertisers in the region while bolstering our industry-leading capabilities in Europe,” said Tim Vanderhook, co-founder and CEO of Specific Media. “By bringing together Specific Media’s next generation media platform with AdCombination’s executive leadership and presence in the market, we are able to provide our customers worldwide the advantages of a global media platform, presenting a value proposition that is simply unmatched in the industry.”

“AdCombination has built a strong customer base in the Benelux, and I am extremely pleased that we are becoming part of Specific Media to continue our growth as part of a leading, global brand,” said Tim Van Der Bilt, Managing Director of AdCombination. “Marketers across Europe are recognizing Specific Media’s superior product offering and levels of service, and I am looking forward to bringing this to customers across the Benelux.”

Van Der Bilt will lead the merged operations as Regional Director Benelux for Specific Media, reporting to Philippe Besnard, MD Continental Europe. Prior to AdCombination, Van Der Bilt was Country Manager Benelux at AOL Advertising.

The Internet advertising spend continues to show strong and steady growth across the Benelux:

– The analyst house Enders estimates online advertising in the Netherlands to grow by compound annual growth rate (CAGR) of 8.5 percent over the next five years to €1,225 million, representing a cumulative increase of €410 million or 50 percent versus last year.
– According to IAB Europe, online advertising overtook TV ad spend last year in the Netherlands, accounting for 22 percent of spend compared to 21 percent on TV.
– In Belgium, Enders estimates that online advertising will grow by CAGR 10.8 percent over the next five years to €523 million, representing a cumulative increase of €210 million or 67 percent compared to 2009.
– With the company’s recent acquisition of premier online video provider BBE, Specific Media continues its aggressive plan to roll out its video offering across Europe.

About Specific Media

Specific Media is a next generation media platform company that enables brands to seamlessly connect with consumers no matter where they are. Working across formats and screens, Specific Media makes addressable advertising a reality. Specific Media’s suite of products inspire brands to think differently about their marketing initiatives – combining formats such as video and display and incorporating creative original programming to drive deep engagement and loyalty. As consumers discover new ways to consume content in the digital era, Specific Media will make sure your brand reaches them in the ways they desire. Get – and stay – connected at Specific Media.