Extreme Reach this month agreed to buy Adstream to combine their platforms for managing video advertising and offer a broader range of services worldwide. The companies have an overlapping presence in few parts of the world, and can complement each other to provide a global footprint.
“More and more, our clients are asking for global solutions across everything they do,” Tim Conley, co-founder and CEO of Extreme Reach, said in this interview with Beet.TV. “The coming-together of Extreme Reach and Adstream just seems like the most logical solution at this point.”
Extreme Reach is based in Needham, Massachusetts, which is in the state’s famed technology corridor, and has a strong presence throughout North America. Adstream started in Australia and has a higher concentration of offices throughout Europe.
Extreme Reach helps to manage more than 30 million creative assets for brands, to make transactions between media buyers and sellers run more smoothly and oversee rights management. Adstream offers digital asset management, creative logistics and analytics solutions to more than 7,000 customers, handling more than 2 million ad deliveries a year.
“Our cultures are very much the same, and our systems are very much the same,” Conley said. “We expect a smooth and fast transition as we move forward.”
Extreme Reach is focused on helping marketers manage their ad creative, including everything from talent and rights management to delivering video spots to media outlets including linear TV, connected TV and over-the-top (OTT) services.
“Creative needs to run at the speed of media,” Conley said. “Today, you can buy media in milliseconds, and the creative has to be ready as well.”
The company helps advertisers and agencies with the workflow of producing commercials, turning their ideas into action. That includes determining the cost of making a commercial, selecting a location and lining up performers and paying them. When the spot is ready, Extreme Reach helps with executing the campaign while avoiding violations of rights agreements.
“We can help to make sure our customers are using it in the places they’re allowed to use it, and they’re not using it in the places they’re not allowed to use it,” Conley said. “These things can rack up extreme fines for our clients.”
Its procedures “create a natural asset-management system for our customers” so they can share or re-use content worldwide,” he said.
“We’re very excited about the opportunity to grow our customer relationships globally, to roll out our digital ad-serving tools globally as well as our talent and rights products globally, and bring the products together to provide the best of everything for our clients,” Conley said.