Collective Acquires Web TV Enterprise

Wireless News
04-04-2011
Collective Acquires Web TV Enterprise
Type: News

Collective, a full service provider of media and technology solutions for display and video advertising, said that it has acquired online video advertising network, Web TV Enterprise.

In a release, the Company said that the deal, which follows only six months after its expansion into the UK and just weeks after acquiring video advertising platform Oggifinogi, furthers Collective's position as a leader in delivering audiences to brand advertisers utilising unified in-banner and in-stream video ad formats.
Collective said that Web TV Enterprise is the UK's largest online video ad network, representing many of the UK's leading web publishers and content owners. Web TV presents advertisers, the Company noted, with the widest range of premium video channels on the web, reaching more than 25 million UK viewers a month.

"Collective is committed to accelerating the shift of broadcast advertising spend online," said Joe Apprendi, CEO, Collective. "Unlike most video networks, Web TV's revenues come largely from broadcast media budgets versus smaller digital plans. Our acquisition of Web TV will allow us to tap video's incredible potential and further strengthen our rapidly expanding capabilities."

"The promise of online video advertising lies in its ability to allow brand advertisers to engage with their audiences within the most appropriate content environments, where the most impact and opportunity exist," said Jamie Estrin, Managing Director, Web TV Enterprise. "Collective's success in combining data, targeting and analytics with the most engaging advertising format available makes this a natural fit for us. Our combined efforts will drive the advancement of online video advertising."

"We are delighted for Jamie Estrin and his team. His vision in 2006 has found success in a rapidly evolving industry through hard and smart work," said Mark Sterling, Managing Director, Marster Capital, which backed the Web TV Enterprise's creation and supported the company through its growth and onto sale. "Backing the individual as much as the idea, we saw an opportunity to partner Jamie in a world before video existed on the Internet."

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