Independent agency Tinuiti is making a big push into partnerships with the acquisition of advertising shop Ampush on Tuesday.
Tinuiti declined to disclose the financial details of the deal.
The acquisition of Ampush is Tinuiti’s third in the past two years. In March 2021, Tinuiti acquired the advertising company The Ortega Group, and bought the TV player Bliss Point Media in August.
The addition of about 100 Ampush employees brings Tinuiti’s total to north of 1,200.
Ampush is strong in sports, meets and supports the industry’s in-house teams and has a “strong focus on using data to find unique ways to reach all customers,” said Ampush CEO Jon Oberlander, who will serve as EVP of social media. Tinuit.
For example, Ampush monitors a metric it calls “acquisitions per impression” (APM), which is a combination of click-throughs and the number of conversions. APM measures “how we can create better productivity from a single point of view,” said Oberlander, by tracking audience exposure to pre-click creative results on landing pages, quizzes and other saved content.
APM data and other metrics feed into Amp, Ampush’s data integration tool, which gives users the ability to segment traffic between different landing pages and measure conversion rates throughout the purchase journey.
Instead of relying on a single ROI metric, Oberlander said, customers can make better decisions and direct consumers to different or new products based on the category and value of their first purchase.
Amp will be part of Tinuiti’s Mobius technology platform, which focuses on natural media and multi-channel formats. Bliss Point’s proprietary algorithmic technology for tracking and optimizing non-drilling media, including broadcast and television, is already integrated into Mobius.
All three platforms (Amp, Mobius and Bliss Point) integrate data, input and analysis. Together, they will help drive the success of Tinuiti’s customers, said Tinuiti CEO Zach Morrison.
“Job marketing is measurable marketing,” he said.
Tinuiti’s focus on growth and performance was aligned with Unilever, Morrison said. The CPG giant recently selected Tinuiti as the digital marketing agency for five of its health and wellness brands: Liquid IV, OLLY, Onnit, SmartyPants Vitamins and Welly Health PBC.
Despite the rumblings of a recession, Morrison said he has the opportunity to find other resources that bring new skills and complement what Tinuiti has to offer. For example, they are looking for companies with first-party information technology, privacy, data technology and digital platforms.
But performance is always high, Morrison said, whether times are good or bad.
When it comes to marketing, he said, developers want to know: “Is this the math that’s going to work?”
Brands are still trying to figure out how to navigate through signal loss, including figuring out the best ways to use and adjust their budgets.
“There’s a lot of desire among customers to have solutions that can work on different platforms and try to find scales on different platforms,” Oberlander said.