Dentsu Searches For Growth In Germany

Dentsu is beefing up its search operation in Germany with the proposed acquisition of Augsburg-based Explido. Terms weren’t disclosed.

Explido, founded in 2002 would become part of Dentsu Aegis Network’s iProspect operation in the market once the deal has been closed.

Explido has annual billings of more than $16 million, according to Dentsu.

The holding company indicated that the acquisition would allow it to better capitalize on what’s predicted to be steady growth in digital advertising in Germany over the next few years.

According to Dentsu-owned media agency Carat, digital ad revenues in Germany rose 9% in 2012 and nearly 6% in 2013. Digital revenues are expected to increase another 5.5% in the market this year.

Explido has 135 employees. In addition to search marketing, the shop offers display advertising, website development and social media services.

In addition to Augsburg, the agency has offices in Hamburg and Frankfurt. 

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