StopPress noticeboard: Yellow purchases stake in Hype & Dexter, Scroll Media ups its offer

Combine and conquer

Yellow has purchased a 25 percent stake in digital marketing agency Hype & Dexter.

Yellow CEO, Darren Linton, said in the announcement: “We’re proud of the change we’ve made to our own business, transforming from a predominantly print to a predominantly digital business, which now accounts for more than 50 percent of our revenue. We’re now in the position to partner with innovative digital companies, such as Hype & Dexter, to extend our offering further.” 

This acquisition brings the two digital marketing teams together to provide SMEs access to a comprehensive digital marketing solution.

Hype & Dexter typically works with medium to enterprise clients across sales, service and marketing automation and, through this partnership, will look forward to providing solutions for the SME market. The partnership enables the SME market access to a cost-effective CRM and marketing automation platform, which has traditionally only been accessible for the budgets of large, corporate players. 

Hype & Dexter CEO, Ryan Watkins, said: “I think a lot of businesses aren’t aware of just how strong Yellow’s Google ad campaign services are. Adding a layer of CRM and marketing automation to this is truly bringing a best of breed offering to the SME market that will transform the way they attract and retain customers.

“SMEs are a large market in New Zealand and these businesses can’t afford to make mistakes when it comes to their marketing budgets. Our collective experience will benefit SMEs who rely on the expertise of their marketing partners to deliver real results,” says Watkins. 

It’s the second acquisition for Yellow in 2019, following the purchase of digital app, MyTask.   

Adding to its offer

Scroll Media has expanded its offering to provide sponsored content and native advertising across many of its premium publishers.

Having a team of contracted journalists at hand, Scroll is rolling out sponsored content across publishers, including Interest.co.nz, Geekzone.co.nz, Scoop.co.nz, Rugbypass.com and NRL.com to approved advertisers wanting to tell their story.

The ad network already offers programmatic and direct inventory sales and is now able to monetise audience engagement with relevant sponsored articles written by Scroll journalists and participating advertisers as collaborations.

Founder and managing director, Jane Ormsby said in the announcement: Traditionally most of our publishers have been reluctant to offer sponsored content with a risk of jeopardising editorial integrity, however, clearly marked branded content adds value to the reader and provides more resources to the publishing ecosystem.”

Scroll will only work with approved advertisers with interesting compelling messages to remain relevant to the audience.

Branded articles sit alongside regular articles, in the newsfeed of Scroll’s partner site and will be amplified by content drivers including social and native.

Scroll has just built its own content discovery platform, Scroll Native which will allow advertisers to run brand safe native ads across the independent network.

Ormsby said: “We have seen a huge growth in native, and being able to offer promoted messages across our sites gives our team the ability to offer beyond the banner truly integrated campaigns and lets brands to tell a story.”

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