Online ad network Specific Media, the world’s largest independent media platform, announced yesterday that it has acquired premier online video provider Broadband Enterprises (BBE) for an undisclosed amount.
BBE’s original programming division has produced over 20 original series, including Dorm Storm and Cube Fabulous, as well as the award-winning hit Jen and Barb, Mom Life. Founded in 2004, BBE has helped brands produce, monetize, and track video across digital platforms, and it created the industry’s first ad-serving and tracking platform dedicated exclusively to video, which has seen over 23 billion impressions since its launch.
“Video is an exciting market, but advertisers have been unable to capitalize on its potential because it currently lacks data, targeting and analytics. We’re bringing our expertise to this area to fulfill the promise of video,” said Tim Vanderhook, Co-Founder and CEO of Specific Media.
Mediaweek reported that Specific Media’s massive network, which until now had primarily focused on the remnant display ad market, has the potential to reach 158 million uniques—and with this acquisition of BBE, Specific Media will not only expand its reach, but also its range of services. “When we started, there were one or two video networks. Now there are 20,” said BBE Founder and CEO Matt Wasserlauf. “Now, in today’s crowded market, you’ve got to be end to end.”
BBE’s portfolio of Fortune 100 companies are glad to hear it. According to Scott Kelly, Digital Marketing Manager at Ford, “as a long-time partner with Specific Media, we are pleased to see them choose BBE to expand their video advertising offerings. Online video is an ever-increasing part of our marketing mix and we’re excited to see Specific Media apply its leadership in the areas of data, targeting and analytics into the more engaging ad format of online video.”