News Outdoor Russia bought a piece of AdMe
A piece of 35% of the AdMe Internet project was bought by News Outdoor Russia, the domestic subsidiary of Rupert Murdoch’s multimedia empire and the country's largest outdoor advertising operator. According to sources, "Habrakhabra", the transaction was completed last week. Officially announce it, perhaps in the near future.
According to industry experts, the initiator of the deal could be Natalia Semina, who recently joined the News Outdoor as a corporate communications director. Previously, she was the chief editor of the magazine Advertising Industry and vice president of corporate communications at advertising holding Publicis Groupe Media, so it is likely that she will take the position of editor-in-chief of AdMe, bringing her experience and connections to the project.
The project itself, apparently, will soon change its concept, making a bias towards the production of its own content (now AdMe mainly aggregates the most interesting articles about the press advertising market).
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Kirill Nadelyaev, head of the site Advertka.Ru , believes that the news about investments in AdMe indicates an undoubtedly positive trend for the industry. “As far as I know, bids for the purchase of the entire project or a share of shares in it have been made more than once,” says Kirill, “but AdMe was looking for a suitable investor. They found the best in the face of News Outdoor (and Natalia Semina, in particular). ”
“Unfortunately, it is not known yet about the specific amount of the transaction and the purpose of the News Outdoor pursuing,” Kirill continued. “However, it is worth noting that the Advertising Industry magazine, which was headed by Natalya, has always been one of the best and most interesting advertising publications. That's just the Internet they somehow did not go well. With AdMe's experience in this area, we will have another worthy industry publication. ”
Lev Glazer, president of the Internet advertising agency AdWatch , says that the step of News Outdoor is quite logical and understandable. According to him, the company has acquired a tool for its own marketing and PR. However, in Lev’s opinion, this is probably not about buying, but about sponsorship. Since basic projects like AdMe are unprofitable (they do not have display advertising due to low traffic), sponsorship assistance for marketing needs seems more appropriate here.
According to industry experts, the initiator of the deal could be Natalia Semina, who recently joined the News Outdoor as a corporate communications director. Previously, she was the chief editor of the magazine Advertising Industry and vice president of corporate communications at advertising holding Publicis Groupe Media, so it is likely that she will take the position of editor-in-chief of AdMe, bringing her experience and connections to the project.
The project itself, apparently, will soon change its concept, making a bias towards the production of its own content (now AdMe mainly aggregates the most interesting articles about the press advertising market).
')
Kirill Nadelyaev, head of the site Advertka.Ru , believes that the news about investments in AdMe indicates an undoubtedly positive trend for the industry. “As far as I know, bids for the purchase of the entire project or a share of shares in it have been made more than once,” says Kirill, “but AdMe was looking for a suitable investor. They found the best in the face of News Outdoor (and Natalia Semina, in particular). ”
“Unfortunately, it is not known yet about the specific amount of the transaction and the purpose of the News Outdoor pursuing,” Kirill continued. “However, it is worth noting that the Advertising Industry magazine, which was headed by Natalya, has always been one of the best and most interesting advertising publications. That's just the Internet they somehow did not go well. With AdMe's experience in this area, we will have another worthy industry publication. ”
Lev Glazer, president of the Internet advertising agency AdWatch , says that the step of News Outdoor is quite logical and understandable. According to him, the company has acquired a tool for its own marketing and PR. However, in Lev’s opinion, this is probably not about buying, but about sponsorship. Since basic projects like AdMe are unprofitable (they do not have display advertising due to low traffic), sponsorship assistance for marketing needs seems more appropriate here.
Source: https://habr.com/ru/post/4335/
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