NEW YORK DOmedia, an online marketplace for buyers and sellers of alternative advertising media, and Out Of Home Connect, a resource network and searchable database for out-of-home media, have merged operations.
The partnership is intended to simplify the planning and buying process for advertisers, particularly in areas like discovery and the coordination of alternative and out-of-home advertising.
Terms of the deal were not disclosed, and details of the integration are being finalized. The Web sites of both parties will operate separately under their existing names until plans are formalized. At this time, no one has been named to lead the effort.
"The merger will create a complete online destination for alternative and out-of-home media," said DOmedia chairman Rich Langdale.
DOmedia provides technology such as inventory management tools and search functionality, while Out Of Home Connect offers aggregated information clients can reference.
"Merging the companies and respective personnel will dramatically accelerate the development of DOmedia.com as a content- and feature-rich tool for industry professionals," added Langdale.
Kimberly Ramser, managing director at OOH Connect, said the goal is to enable advertisers to perform transactions on the site that will be created when the integration process is complete. This includes posting an RFP and eventually buying media.
"The industry is much more fragmented than it was even five years ago. Joining our two sites will help bring efficiencies to the market and simplify the planning and buying process," said Ramser. "This merger will take [the space] to the next level."
