NEWS6 October 2009

Knowledge Networks acquires ad effectiveness agency Dimestore

M&A North America

US— Knowledge Networks has acquired online ad effectiveness testing agency Dimestore Media. Terms of the deal were not disclosed.

The firm will integrate Dimestore’s proprietary technology, which presents online users with a poll before or after they view an advert, into its own cross-media campaign evaluation offering in an effort to help clients achieve higher ROI on their marketing.

Knowledge Networks CEO Simon Kooyman (pictured) said: “More and more, marketers need to define their return on campaign investment (ROCI) – justifying the value of their advertising in improving awareness and purchase intent and other key metrics among specific target groups. Incorporating Dimestore into KN gives us the ability to provide that information for campaigns that span digital and traditional media.”

Post-acquisition Kooyman said that the developers of the proprietary polling software would be staying on with the business “at board level”.

Benjamin Theriault, director of business development at Dimestore, said: “We know the Dimestore platform and techniques will invigorate KN’s existing products, and we look forward to continuing innovation with KN’s team of experts in research and analytics that deliver a consumer-centric view that answers the question, ‘Did my campaign work?’”