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BizReport : Advertising archives : April 08, 2010

Burst Media acquires OTP Media

Online media company Burst Media has acquired the UK's OTP Media, an ad network serving several content-rich verticals. OTP Media (On The Phone Media Limited) serves parenting, food and entertainment, sport and automotive verticals, giving Burst Media another vertical content outlet for marketers and publishers.

by Kristina Knight

OTP is one of the top UK ad networks, connecting marketers and brands with quality content publishers and media outlets. Burst Media, meanwhile, had a reach of more than 12 million unique users in the UK prior to the OTP purchase; this should give Burst even more leverage into the ad markets in that country.

"By joining forces with the industry's premier provider of services to vertical content publishers, we now have access to their proven business processes and technical resources," said Ian Woolley, Managing Director of ">OTP Media. "This acquisition helps us both to expand our services and solutions that we provide publishers, and it will allow advertisers to closer engage with their target audiences."

UK Publishers may be the first to see change from the acquisition as more advertisers will be available to them. But, from an advertiser perspective, the joining of OTP and Burst will have far-reaching tentacles as well. As more traffic feeds into the content stream, advertisers and brands will have the potential to reach more in-market consumers in the online places they already trust for news and content every day.

Tags: advertising networks, Burst Media, online publishing, OTP Media

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