AllOver Media makes another buy, acquiring Social and Family Divisions of Zoom Media
It’s kind of fun to see a PE backed media company attempt a roll-up strategy these days. The technique, involving rapid, multiple acquisitions, was all the rage in the late nineties and eventually led to the near total destruction of the B2B publishing business in the US. But, heck, it was fun while it is happening.
AllOver Media, recently acquired by Audax Private Equity, has announced a series of acquisitions recently. On July 14 it announced the acquisition of Prime Point Media, and on July 23 the acquisition of Ripple Resort Media. AllOver Media is in the gas station advertising business, and obviously looking to expand into other areas.
Today itr announced the purchase of the Social Indoor and the Family Network Divisions of Zoom Media.
What usually suffers in quick acquisitions is due diligence. But then again, I find that most PEs and most media companies today are pretty back at due diligence anyways. (Boy do I have stories…)
I have no background to share on AllOver Media and its acquisitions, however, and they look pretty small in any case. But it will be interesting to see if there are more sales coming down the road, or if the brief flurry of announcements peter out.
Here is today’s announcement:
MINNEAPOLIS, Minn. – July 28, 2015 — AllOver Media, LLC, a portfolio company of Audax Private Equity and the largest alternative out-of-home advertising platform in the United States, today announced the purchase of the Social Indoor and the Family Network Divisions of Zoom Media. Assets of the Social Indoor Network include static poster facings and digital screens across 1,600+ venues and 20 DMA’s, including sports bars, restaurants and clubs. The Family Network consists of backlit billboards, digital screens, floor clings and other customized media formats at more than 350 sports and recreation centers, including arcades, bowling alleys, roller skating facilities and more.
Both Zoom and AOM have deep roots in strategic indoor place based media. Zoom Media started initially as a school project by a University of Quebec student in 1991 and quickly became a major player in the indoor media field, branching into the US in 1998 and later into Europe. Today Zoom Media is the global market leader in ad-supported video platforms in the fitness industry with its Zoom Fitness Network.
With this acquisition, AOM becomes the only nationwide provider of gender-specific place based media. AllOver Media built its foundation with AJ Indoor in 1987 and gained its first major advertising agency partners in 1989. Through the years, products have been refined and added, but the essence of the indoor ad industry remains the same – as an instrument to engage a captive audience. Beyond the current static and digital advertising opportunities is a wide array of bar media options, including pint glasses, coasters, table tents, mirror clings, wallscapes and more. Experiential, promotional and couponing round out the field and provide opportunities for testing and tracking. The only barrier is how creative an advertiser can get while promoting their brand.
“Since founding AllOver Media in 2002, we have focused on developing and deploying a diverse set of advertising mediums at high-traffic indoor and outdoor venues throughout the United States,” said Tony Jacobson, AllOver Media CEO. “This acquisition strengthens and expands our current Indoor portfolio and makes us the clear leader in the space, which compliments our industry leading status in convenience store and truckside media as well. This deal is 20 years in the making and is personally an exciting time.”
“We are very pleased that our friends at AllOver Media have purchased the Social and Family networks. This transaction enables both parties to focus on their respective core strengths; Zoom has completed the sale of our non-fitness networks and is now 100% focused on the active lifestyle category across the US, Canada and the UK,” shared François de Gaspé Beaubien, Zoom’s Chairman & CEO.