SA Internet company Incubeta Holdings has purchased local online media company Interface Holdings in a share-and-cash deal worth R100m as part of what it calls a “global expansion into the lucrative small and medium enterprise market”.
Incubeta is the holding company of global paid search specialist Clicks2Customers. The company has been increasing its global footprint with clients and offices in the US, UK, Australia, New Zealand, Singapore and Brazil.
Interface Holdings, or iFace, is an “integrated online media company”. It houses digital brands including Webmail and EasyInfo and claims to have a 20% share of SA online advertising spend.
The deal — “the first of many expected in the coming months” — has been structured as a part share, part cash transaction.
“The acquisition allows us to roll out our new small and medium enterprise offering, which has been in the research and development phase for three years,” says Incubeta CEO Jonathan Gluckman.
“We will be in a position to deliver a full-service online marketing offering to smaller companies who understand the value of digital marketing and paid search, but who don’t want to go the often costly route of working with a digital agency.”
A new division, Clicks2Local, has been created offering search to small and medium business, particularly in the “emerging regions”. Clicks2Local will be launched Southeast Asia this month and to other regions soon. — Staff reporter, TechCentral
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