Global marketing service group WPP is merging its search advertising businesses under one umbrella brand, which will include the search ad division of 24/7 Real Media .
The move comes after WPP paid US$649m for 24/7Real Media in May last year. 24/7 Search will be combined with WPP’s existing search businesses including Outrider (SEO and SEM), Catalyst and Quisma, and branded under the Outrider name.
Outrider currently has more than 30 offices around the world covering 40 countries, and will become part of WPP’s media division Group M, which will start using technology developed by 24/7.
Robbie Hills, 24/7 Real Media’s current Australia managing director will become chief executive of Outrider in Asia-Pacific which includes Australia, China, Japan and New Zealand.
24/7’s search bid management, optimisation, tracking and reporting platform, Decide DNA, will remain part of 24/7 Real Media
“The consolidation will mean this new search company will have a greater geographic footprint than any competitor. The overall goal is to more closely integrate search with the overall communications planning and implementation service of Group M’s agencies,” said John Steedman, chairman and CEO Group M Asia Pacific.
Hills added: “The new Outrider will continue to be the largest and most successful search agency business in Australia. It will continue to develop the set of human and technical capabilities that deliver best in class search engine marketing (paid search), search engine optimisation (organic and natural search) and advanced search capabilities in video, mobile, local and social media.”
Google currently dominates the global search advertising market with 70% global share, and an 85% share in Australia.
Via Google News