Mercury Moves Toward Converging TV and Digital Media

Allison Howen
by Allison Howen 31 Jan, 2013

Mercury Media, a direct response television media agency, is expanding its services from the small screen to the computer screen with its recent acquisition of iMarketing.

iMarketing specializes in search marketing, online media planning and buying, affiliate marketing, social media, mobile marketing, creative and Web development, research and analytics technology. The acquisition will enable Mercury Media to offer fully integrated cross-channel media and marketing solutions to help drive sales, customer acquisition and lead generation for clients.

"We wanted to be able to provide our clients with fully integrated, cross-platform solutions so that they (can) maximize their return on investment," said John Barnes, CEO of Mercury Media. "What we really do is focus on measureable results for clients and now we can do that both online and offline."

According to Barnes, the addition of iMarketing to the Mercury Media platform not only allows the company to provide digital marketing services with robust analytics to its clients, but the acquisition also puts the company in position to take advantage of the ongoing convergence of television and digital media.

"Joining forces with Mercury Media was an easy decision for us. We've partnered with them in the past and we share a lot of the same values," said Keith Kochberg, CEO of iMarketing. "Like Mercury, we are committed to providing a high level of customer service and working hard to maximize the performance of our client's campaigns. Together, we can provide our clients with integrated solutions to advance their businesses and take advantage of the rapidly changing media environment which will be driven by vast amounts of data, and a convergence of television, online and mobile services."