Digital marketing group Incubeta acquires UK-based Net Media Planet

Paid search marketing agency Net Media Planet, has been acquired by Incubeta Holdings. The deal will see Incubeta, a digital marketing services company based in Johannesburg South Africa, boost its advertising offering and strengthen its foothold in the UK.

Incubeta is the holding company of paid search and analytics specialist Clicks2Customers (C2C). CEO of Clicks2Customers, Jonathan Gluckman says the acquisition will add to C2C’s performance based display capabilities, especially demand side platforms and real-time bidding.

Research firm eMarketer reckons real-time bidding will account for 25% of display-ad spending by 2015. Real time bidding allows for the selling and buying of online ads in real-time one ad impression at a time.

Net Media Planet, an independent agency headquartered in London, will continue to operate under its own brand in the UK, but in the longer term, it aims to expand its digital services offering and help its clients by leveraging the group’s presence across international markets, including South East Asia and Australia.

The search marketing and display advertising company, that scooped two awards at last week’s Performance Marketing Awards 2013, hopes that by joining forces with Incubeta, it can pad its customer base. Incubeta will be providing more backing in the retail and travel market to Net Media Planet’s business, due to its focus in such areas.

Following the acquisition, Incubeta’s emerging market expansion is powered by a localised back office and bolstered by a UK-based skill set and cost base. In 2011 Incubeta bought Interface Holdings for R100-million with the aim of rolling out its small and medium enterprise offering to its client base in the US, UK, Singapore, New Zealand, Australia and Brazil. Gluckman tells us that negotiations are underway to launch in China, following a recent entry into Hong Kong.

Managing director of Net Media Planet, Sri Sharma, said he is proud of the client success and market reputation that his team has created over the past nine years, and that the move represents the next phase in its ‘growth strategy’.

“Incubeta’s international ambition is particularly inspiring because it will create a step change in our scale and will enable both businesses to realise a shared long-term vision. We are looking forward to broadening the base of skills and expertise and thereby enhance our offering for clients,” Sharma said.

Gluckman, said: “As multi-award winners for innovation and performance, we are delighted that Net Media Planet will be joining the Incubeta digital marketing services group and in particular Clicks2Customers. We are excited to now have a presence in the important UK market. I am looking forward to working with their fantastic team and to helping them build on what they have already achieved.”

Incubeta, which has annual client billings of £45 million, has 200 staff across seven digital businesses — including private equity backed Clicks2Customers. Incubeta was founded by serial entrepreneur Vinny Lingham in the early 2000s.