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As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
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1
Introduction
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What’s hot in marcoms today?
Q3 2014
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What’s hot in marcoms?
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As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in
this rapidly evolving landscape. One of our key tools is our global deal tracker, which gathers the details of all completed deals in this sector, subcategorised and cross referenced by our team of analysts. This, along with the hundreds of conversations we have each month with both buyers and sellers, enables us to continuously identify emerging M&A trends. With the ever blurring boundaries between “marcoms” and “martech”, it is maybe unsurprising to see that the most talked about subsectors sit at their convergence points, namely : 1. Content marketing 2. Data & analytics,
3. eCommerce 4. Digital marketing; and 5. Mobile marketing This paper examines each subsector, the key trends and deal activity in 2014 YTD using both proprietary and third party data.
Introduction
Data & Analytics
Sector Overview
Market Overview
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Data & Analytics Market Overview
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Data Quality Management Data Driven Marketing Database Marketing Agency
Full Service Agencies with Specialist Data Services
Marketing Performance Data & Analytics
Market landscape: Illustrative
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Data & Analytics Market Overview
Key trends & challenges (8)
• Visualisation technologies Low cost visualisation applications have made data reporting and business intelligence understandable and easily accessible to almost everyone
• Machine learning
Semi-automated development of predictive and prescriptive models are getting better over time – software learns how to better fit the data, separating meaningful signals from meaningless noise
• Rise of Chief Analytics Officers, Chief Data Officers, Heads of Big Data There are many examples of organisations that have successfully folded analytics into other C-level jobs and are increasingly creating dedicated roles for analytics e.g. Facebook, AIG, Chubb and XL Group
• Development of data products running amok
For online companies such as Google every offering is a data product. However, the development of data products and services is taking place even in industrial and manufacturing organisations (e.g. embedded sensors in gas, turbines and medical devices)
• Hadoop products overtaking enterprise data warehouses Hadoop platforms, an open source software framework for data storage, offer a much cheaper alternative to
traditional enterprise data warehouses. In addition, Hadoop platforms can perform substantial process tasks and analytics besides data storage
Trends
Challenges
• Talent – companies are struggling at almost every level of analytics recruiting today
• Keeping pace with the ever-increasing changes in the market landscape
Data & Analytics
Sector Overview
M&A Market
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Data & Analytics M&A Overview
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Q1-Q3 2014 Data & Analytics deals (9)
Deal Volume Target Region
Major Buyers Deal Types
Quarterly Split
12
1
3
5
North America
UK
APAC
Western Europe
Cross Border
PE Backed
7
6 8
4
10
1
1 1
1
Ebiquity Dentsu Aegis GTCR Teradata
1 Eastern Europe
Q2
Q1
Q3
22
Total Deals
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Data & Analytics M&A Overview
Date Buyer Target Target Location Target Description
Sep-14 USA Data analytics marketing agency
Sep-14 USA Provider of data science and engineering
services
Aug-14 USA Analytics and database integration agency
for financial institutions
Jul-14 New Zealand Provider of database resources for marketing,
research and analysis
Jul-14 Australia
Business marketing database offering lead
generation, sales prospects and marketing
support data
Jun-14 USA Real-time predictive analytics and
personalisation
Apr-14 USA Data and intelligence platform
Mar-14 Canada Web analytics across media buying, SEO and
social media
Feb-14 UK Provider of consumer data solutions, software
and analytics
Jan-14 Hong Kong Media buying agency engaged in KPI data
measurement and continuous improvement
NexGraph
Q1-Q3 2014 selected transactions
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Mobile Marketing M&A Market
References
1) Results Intelligence
2) Advantage Business Media’s digital road map, AdAge
3) Content Marketing in the UK: 2014 Benchmarks, Budgets and Trends: Content Marketing Institute/DMA UK
4) Nativeadvertising.com
5) Content Marketing in the UK: 2014 Benchmarks, Budgets and Trends: Content Marketing Institute/DMA UK
6) Content Marketing in the UK, Content Marketing in North America: 2014 Benchmarks, Budgets and Trends: Content Marketing Institute/DMA
7) CapIQ, 451, OneSource, Results Intelligence
8) ExactTarget Marketing Cloud 2014 State of Marketing Survey, Deloitte Analytics Trends 2014, IBM, TechRepublic
9) CapIQ, 451, MergerMarket, Results Intelligence
10) eConsultancy (January 2014), eMarketer (January & April 2014), International Business Times (October 2013), eCommerce Week (January 2014),
bpost International (January 2014)
11) eConsultancy (January 2014), IMRG (January 2014), eCommerce Week (January 2014), bpost International (January 2014), Statista (2014)
12) The Drum (February 2014), Talk Business Magazine (December 2013)
13) CapIQ, 451, MergerMarket, Results Intelligence
14) eMarketer (March 2014)
15) IAB Digital Adspend 2013
16) eMarketer (June 2014)
17) IAB/PWC Adspend 2013
18) IAB Digital Adspend 2013
19) CapIQ, 451, MergerMarket, Results Intelligence
20) Cisco VNI Mobile (2014), NPD DisplaySearch (February 2014), IDC Worldwide Quarterly Tablet Tracker (2014)
21) IAB Native Advertising Playbook (2013), BIA/Kelsey
22) eMarketer (July 2014), Gartner (2013)
23) Google & Nielsen (March 2013), Cisco VNI Mobile (2014), relevant press, company websites
24) Gartner (September 2014), relevant press, company websites, Results Intelligence
25) eMarketer (August 2013), Kenshoo (December 2013)
26) CapIQ, Companies House documents, Press, company websites, Results intelligence
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About Results
Corporate Finance Advisors to the Marketing Services & Marketing Technology sectors
Selected clients and transaction counterparties
An established team of sector experts…
• Results International is a market-leading M&A advisory
firm founded in 1991
• Entrepreneurial and owner-managed
• 40 person global team with over 250 completed
transactions
• Senior level attention on all transactions
• Winner of Cross-Border Deal of the Year 2014 (sale of We
Are Social to Blue Focus)
Software
Marketing Services
Marketing Technology
Digital Media
Sector specialism
…with global reach
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About Results
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Unrivalled expertise in the Marcoms sector
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About Results
Mark Williams Director
• Joined Results in 2010, with over 15 years of M&A experience
• Prior to joining Results Jim led
European M&A activity for the
marketing services division of
Omnicom (DAS)
• Clients include We are Social,
Blue Rubicon, Virgo Health,
Crayon and Iris
• Joined Results in 2005 - Previously Head of M&A at Ernst & Young
• 20+ years experience in corporate
finance, including M&A,
fundraising, IPOs, JVs, MBOs and
MBIs
• Clients include The Group, Figtree,
Monitor Media, Spannerworks, Flip
Media, Transactis, Punktilio,
Flamingo, Brand X, and AIA
• Joined Results in 2012. He started
his career at KPMG working in
Financial Services M&A and
moved to Ingenious Corporate
Finance in 2010
• Clients include Staffcare, Moonpig, St Ives, and Inflexion
Julia Crawley-Boevey Director
• Joined Results in 2010 having spent
over four years at BDO where she
worked in both Audit and
Corporate Finance
• Clients include The Group, Blue
Rubicon, Virgo Health, Incite, and Crayon
• Joined Results in 2012 to lead the
tech and digital media practice
• 15 years M&A experience at
Broadview then Jefferies, advising
tech and digital media companies
on M&A and fundraising
• Advised on transactions with
Oracle, Microsoft, Experian,
Moody’s, IAC, Axel Springer, DMGT,
and BT
• Joined Results in 2014, with over
15 years M&A experience
• Prior to joining Results, Chris led
the Technology M&A practice at
KPMG. He previously spent 11
years advising tech companies
at Arma Partners and JPMorgan
• Recent clients include Zinc
Ahead, Pushbutton and Irdeto
James Kesner Manager
• Joined Results in 2013 from Kingston
Smith
• ACA qualified, previously worked
as a Finance Director for a London
based brand consultancy
• Clients include ID magazine, Not to
Scale, Writtle, Adam and Eve
Richard Latner Manager
• Joined Results in 2014 after having
spent 9 years at KPMG across
audit, TS & M&A functions
• Clients include: WRG, Irdeto and
neoworks
Selected Team Members
Jim Houghton Partner
Keith Hunt Managing Partner
Julie Langley Partner
Chris Lewis Managing Director
13
About Results
Selected Team Members – International
• Long career in marketing sector
(Ogilvy & Mather, The Ball
Partnership)
• Managed the acquisition of SMART
by McCann Worldgroup, CCG by Publicis Group to establish Digitas
China, CIC by Kantar Media and
The Upper Storey by Isobar
Andrew Kefford Managing Partner –
Asia Pacific & MENA
Chris Beaumont Managing Partner –
North Asia
• 16 years of experience
consulting in Asia
• For 10 years Chris was with
McCann-Erickson in Asia; he was
both Vice-Chairman of its operations in Tokyo and Chief
Strategy Officer for WorldGroup
across Asia
• Has closed over 35
transactions totaling $0.75
billion
• Experience includes advising
Hunt Mobile Advertising on its
transaction with Opera Mediaworks
• Maurice has previously
worked at the Zanett Group,
Morgan Stanley and IBM
Maurice Watkins Partner
• 27 years experience in the
advertising sector, including
as COO of JWT's Middle East
Network
• Joined Results International in
2008 and has since been
engaged in a number of buy
and sell mandates
Imad Kublawi Regional Partner –
MENA
• Spent 24 years at Hindustan Thompson (part of JWT), the
largest ad agency in India
• Other roles include COO at
RK Swamy/BBDO and as
advisor to companies in India,
Pakistan & Dubai
Sunil Gupta Area Liaison –
South Asia
USA
Asia
Pierre-Georges Roy Partner
• Closed $4.0 billion in cross-
border transactions
• Experience includes advising Hunt Mobile Advertising on its
transaction with Opera
Mediaworks and Telesystem
International Wireless (NASDAQ:
TIWI) on its sale to Vodafone
For more information contact:
Jim Houghton Partner
+44 (0) 20 7514 8234
Julia Crawley-Boevey Director
+44 (0) 20 7514 8239
Disclaimer:
This document has been produced by Results International Group LLP (“Results”) and is furnished to you solely for your information and may not be reproduced or redistributed, in whole or in part, to any other person. No representation or warranty (expressed or implied) is made as to, and no reliance should be placed on, the fairness, accuracy or completeness of the information contained herein and, accordingly, none of Results’ officers or employees accepts any liability whatsoever arising directly or indirectly from the use of this document.