ProSiebenSat.1 purchases Booming from Holtzbrinck Digital
• ProSiebenSat.1 acquires Munich agency specializing in SEM/SEO
Unterföhring, April 5, 2012 - The ProSiebenSat.1 Group has acquired 100 percent of Booming, an agency in Munich, from Holtzbrinck Digital GmbH. In addition to specializing in search engine marketing (SEM) and search engine optimization (SEO), Booming offers a complete digital marketing portfolio. Andreas Schwabe and Markus Wolfbauer manage the agency's business activities. The acquisition is subject to approval by the German Federal Cartel Office.
"Our objective is to identify and develop growth areas beyond classic TV. Search engine advertising is a fast growing market with promising prospects for the future. Since a direct relationship exists between Internet searches and TV, for us the acquisition of Booming represents the next logical step in the diversification of our portfolio," comments Christian Wegner, Member of the Executive Board (New Media & Diversification), about the purchase of the agency. "At the same time, we are taking SevenVentures to a new level with this transaction, because we can now offer our advertisers integrated growth campaigns that revolve around TV as the leading medium."
Andreas Schwabe, CEO of Booming: "I'm looking forward to profiting from the ProSiebenSat.1 Group's innovative strength in the future and expanding Booming's role as an independent agency with new products and service offerings. In our five-year history, product innovations have always been key to our success. With the support of Germany's leading broadcast group, we will be able to move ahead at an even faster pace."
According to several studies, TV provides the strongest impetus for Internet searches. In its own study conducted last year, the ProSiebenSat.1 Group determined that TV has a particularly strong effect on viewers ages 14 to 19 in triggering Internet searches. A study by the Bundesverband Digitale Wirtschaft (BVDW) confirms the positive correlation between television and search engine advertising.
According to Online Vermarkter Kreis (OVK), a German online marketing group, keyword advertising generated gross revenues of approximately 2.1 billion euros in Germany last year - a figure that represents a growth of eleven percent over the previous year. For 2011, OVK forecasts additional gross revenue growth of eight percent to 2.2 billion euros.
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