Syncapse To Buy Clickable, Up Ad Management Services
The social-media marketing space is consolidating faster than a storage-strapped New Yorker. On the heels of several such deals, Syncapse has agreed to buy social and search ad firm Clickable.
Subject to certain closing conditions, Clickable's ad management services will be added to Syncapse's suite, which already includes social media publishing, moderation, compliance, multichannel data management, and measurement products.
Financial terms of the deal are not being disclosed, but, over its six-year existence, Clickable raised close to $33 million.
The deal comes in the wake of Salesforce dropping $745 million on Buddy Media, and Oracle buying Vitrue and Collective Intellect -- both analyze data on social-media sites. Microsoft is reportedly in discussions to acquire Yammer for over $1 billion.
Driving consolidation, agencies and clients are demanding more complete social-marketing services.
"One of the core questions for leading global media agencies is how we plan, predict and demonstrate social ROI across paid, owned and earned media," according to Colin Sutton, U.S. director of social media at OMD Word. "That is why there is a growing need for advanced technology partners to overcome these complex challenges.”
As part of the acquisition, Dave Fall, Clickable's chief operating officer, and former product executive from DoubleClick and Google, will join Syncapse as chief product officer.
Sandeep Sahi, former engineering leader from Clickable and Microsoft, will also join Syncapse as SVP of engineering, and managing eirector of India operations. David Kidder, Clickable's co-founder and CEO, will remain strategic advisor to Syncapse.
Clickable clients include large digital ad agencies under WPP and IPG, as well as brands like Ann Taylor, Etsy and Medco.
Founded in 2007, Syncapse clients include Amway, L'Oreal, Anheuser-Busch InBev, RIM and Diageo. Going forward, Syncapse plans to expand its sales and marketing operations in its new headquarters in New York. Worldwide, Syncapse already boasts over 220 employees.