Zoom Media & Marketing announced that it has signed a definitive agreement to acquire Alloy’s Insite Advertising business which consists of media frames in restaurants, bars, and nightclubs throughout the United States.
As part of the agreement, Zoom will immediately assume responsibility for all sales, marketing, and operational functions associated with Alloy’s Insite business, which consists of billboards in over 2,000 venues in over 50 markets across the country. With this transaction, Zoom now operates over 4,000 venues with over 20,000 billboards across the U.S. in its bar media business, which is part of the company’s Social Network. While both companies pioneered the bar advertising category in the late 1990’s, Zoom’s deal for Insite creates a national platform that is unrivaled by any other media firm.
“The 21-34 year old demographic is the most valuable but difficult to reach segment in the advertising industry,” said Zoom Media & Marketing President, Dennis Roche. “This transaction cements our ability to offer advertisers a comprehensive approach in terms of impacting these trend setters, and positions us as the market leader within the nightlife media category.” Roche also emphasized Zoom’s focus on introducing digital billboard offerings to the Insite venues, which will “create additional and more flexible mediums for marketers to communicate with this highly desirable segment,” he said.