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Marketron Acquires mSnap (Mediaweek)

Mediaweek, Katy Bachman

Marketron, a company that provides software services for radio and other media companies, announced Wednesday (Sept. 29) it acquired mSnap, owner of the largest SMS advertising network in the U.S. The deal puts Marketron into the ad network business, and with the addition of mSnap's mobile platform, paves the way for Marketron's clients to offer advertisers integrated advertising solutions across the full range of traditional and digital platforms. Terms of the deal were not disclosed.

The entire mSnap staff will stay with the combined company. Martin Kristisetter, founder and president of mSnap, will be part of the executive team in an as-yet unnamed position responsible for mobile services, strategy and execution.

Marketron intends to expand on mSnap's mobile marketing and SMS platform, which delivers 250 million monthly impressions.

"We'll be able to build out a network with scale that offers both traditional and digital," said Steve Minisini, CEO of Marketon, which provides on-air and online traffic, inventory and e-commerce support for media companies. "Our vision is that this could be a completely independent business," he added.

A small part of local advertising spending now, local mobile advertising is expected to hit $2 billion by 2014, per a new forecast from BIA/Kelsey.

"Given the vast penetration and growth of mobile, there is tremendous value for media companies that recognize the advertising opportunities," Minisini said. "With the addition of mSnap, Marketron is now enabling our clients to extend further into digital, providing a mobile center piece in the next advertising medium poised for vast growth."