Television station-centric LIN Media has made its second digital marketing acquisition in a week.
The Providence, R.I.-based TV group has bought a majority stake in Dedicated Media, a digital advertising buying and optimization firm that looks to maximize efforts of advertising clients' campaigns.
Founded in 2004, Dedicated Media's Dedicated Networks secures Web site inventory, while its Digital Video Response Network unit distributes its clients’ video through what is says is "precision targeting."
Robb Richter, senior vice president of digital for LIN Media, stated: “Many brands and agencies have adopted this model as a cornerstone to their media planning. We are committed to ensuring our clients spend their digital marketing dollars on solutions that will deliver the greatest returns.”
On Friday LIN Media, following moves of other some media publishers, announced it was acquiring HYFN, a full-service digital agency with offices in Los Angeles and New York. Founded in 2000, HYFN, has a wide range of mid-size, Fortune 500 and global clients, ranging from Coca-Cola Co. to Google. The agency operates its own proprietary social media management system, HYFN8, and is a member of Facebook’s elite Preferred Marketing Developer program.
LIN Media operates or services 43 television stations and seven digital channels in 23 U.S. markets -- some 10.5% of U.S. homes -- along with a portfolio of Web sites, apps and mobile products.