Omnicom Adds Search Specialists

NEW YORK Omnicom Group said it purchased search engine marketing agency Resolution Media to build up its expertise in the fast-growing search sector.

Chicago-based Resolution, founded in 2003 by Matt Spiegel and now with 23 employees, helps clients like the Chicago Tribune, Chicago Mercantile Exchange and Bosch draw visitors to their Web sites through search engine optimization techniques and paid search ads on Google, Yahoo, MSN and Ask Jeeves.

Terms of the deal were not disclosed.

Search advertising, fueled by Google’s success in the category, has grown to represent 40 percent of the interactive ad market, according to the Interactive Advertising Bureau. In the first half of the year, $2.3 billion was spent on search ads.

“The area of search engine marketing is increasingly important to our clients and requires highly specialized skills,” Omnicom Media Group CEO Daryl Simm said in a statement.

Despite search’s sharp growth, the major ad holding companies have mostly refrained from buying search agencies, choosing instead to keep search within their interactive shops. Omnicom’s Tribal DDB in Dallas and in New York, for instance, handle search campaigns.

Resolution is the second specialized agency in new media Omnicom has recently bought. Last month, it bought ipsh, a San Francisco company that creates wireless campaigns.