As Rob Gorrie said on his Twitter account, “Almost 5 years to the day that we started Adcentricity, I’m excited to announce that the company has been acquired.” Toronto-based Adcentricity has been acquired by Bee Media for an undisclosed sum today. The deal has been in the works for the last few months, but now we can share the news with the world, as part of the deal the Adcentricity team will now be part of Bee Media’s team including Brad Alles, SVP Business Development, Jeff Atley, VP Business Development and Laurie Freudenberg, Chief Operating Officer, Gorrie has stepped down as CEO and will now become a Senior Strategic Advisor.
“The combination of local, shopper marketing, mobile, in-store radio and video networks has created a fractured landscape of thousands of smart, effective companies and media channels with limited ways to get the attention of, and adoption by, brands,” said Rob Gorrie, former CEO of Adcentricity, who will stay on with the company as a Senior Strategic Advisor. “Together with Bee Media, we can now offer an even more powerful platform with the ability to target and distribute addressable content across every digital channel with a location attached to it – including mobile shopping applications, which Bee Media has been quietly building over the past year.”
“When you couple Bee Media’s expertise on the consumer mobile applications side with that of Adcentricity on the location-based delivery side, it creates a platform that makes hyper-local mobile campaigns easy and executable for advertisers, brands and retailers,” said Doug Woolridge, CEO of Adcentricity. “Our location-based digital technology hub demystifies the complexities in this new media landscape enabling connections with on the go consumers in active retail environments. Our mission is to connect the digital world with the physical world with a few clicks and have the ability to measure and report on results in a timely fashion.”
Adcentricity also announced two new key products today to help identify consumer influences, the two products include ADMobile. A platform for location-based mobile shopping, including mobile interfaces, shopping tools, location services, mobile payment, content management, analytics and reporting and ADFormat. An automated content generation tool that allows advertisers to execute completely customizable campaigns of video, copy, images and graphics to fit any digital screen, DOOH, OOH or mobile that can be uniquely messaged to any specific market or location
Founded in 2007, Adcentricity was backed by Propulsion Ventures III Limited Partnership, a fund managed by Telesystem.
Bee Media is backed by Valucap Investments Inc. (TSX-V: V).