Independent Media Distribution has acquired Optimad Media Systems in a deal worth three million pounds. Whilst IMD distributes advertising, music and video to radio and tv stations around the UK, Optimad specialises in providing web based services for tv, print and outdoor advertising.
The combined group is looking to benefit from Optimad’s continuing growth, merger savings and new services introduced as a result of the integration of the two companies’ complementary businesses.
Optimad was founded in 1999 and is located in central London. CARIA, its television industry service, has been operational since 2003 and processes spot advertising campaign details, agreed between media buying agencies and media owners, for over 80% of UK television advertising revenue. CARIA also connects creative agencies with broadcasters to send instructions about precise transmission requirements for commercials.
Currently the delivery of commercials and the exchange of campaign data are disconnected
in television. With Optimad, IMD can integrate these separate advertising processes to help
make television a more attractive medium for advertisers.
Commenting on the acquisition, Simon Cox, CEO of IMD said: “This is a perfect
opportunity to combine our complementary strengths. Optimad has built an amazing hub for
the television industry used and appreciated by many of the same people who work with IMD
every day. With Optimad, IMD is ready to build on our unrivalled reputations for customer
service, reliability and innovative technology to create the UK’s definitive media logistics
Andy Troullides, Managing Director of Optimad and now Chief Media Officer for IMD
said: “IMD and Optimad share a common goal of making advertising processes more
effective by delivering a first class service built around innovative technology. By putting
content and data together we know that we can deliver more value to the advertising
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