In H1 2024, mergers and acquisitions (M&A) activity in the tech-enabled media and marketing sectors continued to rise, with a 7% year-on-year (YoY) increase in volume, according to data from Ciesco, a London-based M&A advisory firm specializing in the tech, media, healthcare and sustainability sectors.
This trend is expected to accelerate in the second half of the year, a sentiment that’s echoed by Collingwood, a consulting and advisory firm specializing in the media sector. Collingwood anticipates a surge in demand for live events and an increasing need for access to trusted information, fueling M&A activity in the sector.
In H1 2024, 1,129 transactions were announced in the technology and media sectors, representing a 7% YoY increase in deal activity and a 9% increase compared to H1 2022, Ciesco reports. This growth demonstrates a rebound in M&A deals after years of subdued activity.
During the period, traditional media saw the highest YoY increase in buyer interest, followed by agency services, and, events and experiential. Conversely, customer relationship management, digital agency and martech experienced the biggest YoY decline.
Key trends and predictions
Ciesco outlines several key trends shaping the tech-enabled media and marketing sector this year. In particular, it highlights that AI advancements are transforming areas such as enterprise data management, content production, forecasting and customer experience. These technologies are enhancing efficiency and driving innovation in the sector.
Ciesco also highlights the booming influencer marketing industry which has been fostering personalized, authentic engagement between brands and consumers. This sector has proven resilient amid economic uncertainty and an increasingly crowded space, with spending rising roughly 3.5 times faster in 2023 than social ad spending, according to Emarketer’s July 2023 forecast.
Finally, spending on events and experiential marketing is experiencing a strong post-COVID-19 resurgence. A recent study by experiential marketing agency Gradient reveals that 80% of the 750+ senior brand marketers polled have increased their experiential marketing budgets so that they now account for 10-30% of their overall marketing spend. This surge underscores the growing emphasis on immersive marketing strategies and creating memorable, engaging experiences for consumers.
Echoing Ciesco, Collingwood notes that demand for live events is rebounding as both audiences and sponsors continue to place value on the capacity of live events to help them learn, network, and ultimately forge business partnerships. This has spurred increased M&A activity in the events segment representing over 50% of 2023 transactions.
Another trend outlined by Collingwood is the increasing focus on sophisticated marketing services. There is strong interest in businesses that offer advanced client and sponsor propositions, with a shift towards demand generation driven by high-quality content, it says.
Finally, Collingwood notes the growing need for access to trusted, high-quality information, especially in the business-to-business market, highlighting opportunities to leverage quality content to engage audiences, and address currently underserved audience needs. Key areas where information gaps exist include regulatory information, information on industry best practices, information and suppliers and information on emerging technologies.
Notable media deals announced so far this year:
- In June, Keleops, a leading European online tech media company, announced its acquisition of Gizmodo, a renowned tech media company. This acquisition, previously under the ownership of G/O Media and Boston-based private equity firm Great Hill Partners, aims to bolster Keleops’ position in tech journalism and expand its reach within the industry and internationally.
- In July, Britain’s Informa announced that it had reached a deal to buy Ascential, a company specializing in events, intelligence and advisory services for the marketing and fintech industries, for GBP 1.2 billion (US$1.6 billion) in cash. This acquisition is significant because, while the media industry struggles to generate revenue from advertising, live events like those hosted by Ascential are a bright spot for growth. Ascential is one of the last large-scale events companies, running prestigious event series such as Lions and Money20/20.
- In August, Red Ventures, an American digital media and marketing firm, announced that it was selling its tech news and reviews site CNET to Ziff Davis, a publicly-traded digital marketing behemoth, in a deal valued at over US$100 million, sources told Axios. The development marked a surprising twist for CNET, which had previously bought Ziff Davis, then a tech magazine company, in a deal worth US$1.6 billion more than 20 years ago. Founded in 1994, CNET is an American media website that publishes reviews, news, articles, blogs, podcasts and videos on global technology and consumer electronics.
- American news website Axios signed in August 2022 a deal to sell to its most recent lead investor, Cox Enterprises. The cash deal valued the company at US$525 million and included an additional new investment of US$25 million in Axios’ media arm to help the company expand across its local, national and subscription news products. Axios is a news website founded in 2016 by former Politico journalists Jim VandeHei, Mike Allen, and Roy Schwartz. It’s known for its concise and reader-friendly format, designed to deliver important information quickly and efficiently.
- In January Thomson Reuters has acquired World Business Media, a London-based provider of subscription-based, cross-platform editorial coverage for the (re)insurance industry.
- In February, US asset manager Franklin Templeton announced a funding round for Blockhead, a Singapore-based digital asset media firm. Blockhead said it will use the proceeds to support the growth and development of blockchain technology and digital assets, and to evolve its business model to become a leading digital asset research platform in the region. Launched in 2022, Blockhead currently operates a news publication covering global stories from the blockchain and digital assets industry, with an Asian focus.
Despite the robust M&A activity, 2024 has also seen notable media closures:
- In June, Fintech Nexus, a fintech media company previously known as LendIt, said that it was shutting down after 11 years of operation and filing for bankruptcy. The company was launched in 2013 to foster collaboration in the online lending industry and quickly grew to host large fintech events across the US, the UK, Europe, China and Latin America. However, external challenges, including the COVID-19 pandemic and the fintech funding downturn, led to financial difficulties, culminating in the sale of its events business 2023 and now a full closure.
- London-based fintech news website Altfi announced in January that it was shutting down after ten years of operation, citing “severe headwinds over the last 18 months.” Set up in 2013 by finance journalist David Stevenson, a columnist at the Financial Times (FT), Altfi provided market-leading news, opinion, insights and events for the alternative finance and fintech community. It organized a series of corporate events in the UK, including the AltFi Lending Summit, the AltFi Awards and the Money Talks webinars.
- In the Philippines, television network CNN Philippines officially ceased operations on January 31, citing “serious financial losses” which was “worsened by the COVID-19 pandemic,” inside sources told Philstar.com.
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