Media Buying and Selling in Latin America Goes On-Line; Hicks, Muse, Tate & Furst Invests in Advertium.com.
Advertising media buying and selling in Latin America goes on-line today with the premiere of Advertium.com, the first and only real-time, independent technological platform to leverage the web for the region's $20 billion media industry. Hicks, Muse, Tate & Furst led the initial investment round. SLI International Venture fund, whose portfolio includes ElSitio, Deremate.com, Salutia.com and Viajo.com, also invested in Advertium.
"If there's one vertical industry that can benefit greatly from the Internet, it's this one. Advertium.com's unique business model provides a state-of-the-art platform, Advertising Distribution System, ADS(TM), to help diverse media outlets aggregate, present and transact their inventory in a dynamic and efficient environment," said Patricio Campiani, CEO of Advertium.com. In Latin America, there are significant opportunities due to limited sales channels, increased audience segmentation and media proliferation.
Advertium.com, which is not affiliated with any media company or advertising agency, has partnered with U.S.- based AdOutlet.com, the creator of the industry's leading internet-based solution for the buying and selling of advertising. In addition to providing their proprietary browser-based technology platform, AdOutlet.com also holds an equity position in Advertium.com.
"The partnership with Advertium.com is an important step in enabling the media marketplace to buy globally and execute locally for the first time," said Alan B. Masarek, Chairman & Chief Executive Officer of AdOutlet.com. "Our platform, ADS, is able to migrate and manage existing media business to the web. The ADS tool set will enable the industry to evolve on this platform as more inventory and media choices continue to grow."
ADS is a proprietary, interactive media management database application that allows for the presentation of inventory, enabling real time negotiations and transactions while allowing a buyer to aggregate media, based on their target audience profiles. ADS has a system hierarchy that provides real time reporting across all media properties and/or staff within a company.
"Our partners' strategic investment and management commitment have been critical for our successful speed to market," said Fernando Flischfisch, Advertium Chief Operating Officer. "For example, AdOutlet.com has ensured a successful transfer of technology and world-class resources for our staff and our clients, and we are confident that ADS will become the industry's standard for negotiating and transacting media online in Latin America."
With a browser-based e-commerce solution customized for the media marketplace, Advertium will offer sellers of television, radio, print, outdoor, internet and alternative media outlets in Latin America, the opportunity to post their inventory on-line at no cost. The site and the live demonstration allows media buyers and sellers as well as the entire media industry to go on-line, review the platform and work with Advertium.com to place and sell/buy inventory on the site.
Advertium's model will simplify the way people traditionally plan and buy media. "Our platform facilitates current business practices while providing efficiencies and new technology dimensions never before available in this sector. We are confident the industry will embrace this opportunity," Campiani added.
In addition to the proprietary ADS system, Advertium.com is also creating the region's leading ad-industry portal that offers research, creative and other related services that meets the needs of people working in and around the media industry.
Advertium.com was founded in 1999 to provide a single marketplace resource for the online aggregation, presentation and transaction of advertising space for all media in Latin America. With offices operating in Argentina, Brazil and Mexico, Advertium.com is currently locating its worldwide headquarters in Miami, Florida. Additional information on Advertium.com can be found at the company's website, http://www.advertium.com/.
About Hicks, Muse, Tate & Furst
Since its beginning in 1989, Hicks, Muse, Tate & Furst has completed more than 325 transactions totaling more than $43 billion US. These transactions include investments in media properties and Internet companies. Their worldwide headquarters are located in Dallas, Texas with additional offices in New York, London and Buenos Aires. In Latin America, HMTF has invested $2 billion USD in equity in companies such as MercadoLibre.com (a leading auction site); ElSitio (leading LATAM Latin American Portal - LCTO), Comunica.com (collective buying); Amtec.net (a leading e-consulting business); Certant (a leading e-consulting); Palmsite.net (a leading e-commerce/business solutions for wireless and hand held devices) as well as major media interests including Argentina's Cablevision; Venezuela's Intercable; Brazil's TV Cidade; Chile's Iberoamerican Radio Company; Mexico's MVS Multivision and South America's International Outdoor Advertising.
AdOutlet.com, a privately held company based in New York City, is the leading e-commerce solution for aggregating, presenting, and transacting all types of media inventory via a web-based platform. The platform, ADS(TM), provides public distribution with private pricing, meeting the growing demands of media buyers and suppliers. These demands are generated by increases in media supply, demand for greater execution speed, and the need for online automation to support media staff workloads. Founded in 1998, AdOutlet.com has more than 350 participating media suppliers presenting to over registered 6000 media buyers.
SLI.com Ventures Inc. is a leading venture capital fund focused on technology and Internet investments in Latin America. A division of the SLI Group (a diversified holding company with interests in Telecommunications, Real Estate and Hotels, Agribusiness and Internet & Technology), SLI.com holds today participation in 14 Internet companies including ElSitio.com (a leading Latin American portal - LCTO), World Commerce Online (a B to B marketplace for flowers and perishable products - WCOL), DeRemate.com (a leading Latin American online auction site), Salutia.com (the leading e-health solutions provider), Collective Mind (a leading Latin American web consulting services firm), Agrositio.com (a leading B to B destination for Agribusiness in Latin America) and Viajo.com (a leading online travel site in Latin America).