You heard it here first. Batanga has announced its acquisition of the Online advertising network HispanoClick, as Portada first reported on January 29.
Increase in scale
By buying online advertising network HispanoClick, Batanga would become a major force in the Hispanic online advertising space and a serious rival to market leader Univision.com. It will now be able to sell HispanoClick’s networks audience of 5 million U.S. Hispanic monthly unique users to advertisers in addition to the monthly .3.8 million unique users of its own batanga.com website It would also get access to HispanoClick’s relationships with advertisers.
The transaction would confirm that the Hispanic market is now subject to a trend that has happened earlier in the general market, in which large online media companies have bought online advertising networks, in order to reach substantial scale in their business. In the general market major scale is needed to handle marketers’ increasing requests for consumer insights and behavioral targeting. By adding a large online advertising network to a portal’s audience, the number of impressions and unique users is increased substantially.
Deals in the general market have included the following:
– Yahoo/Right Media,
– Yahoo/Blue Lithium,
– WPP Group/24/7 RealMedia,
In the Hispanic market, last fall Fox International formed DirectaClick.FOX through the acquisition of ClickDiario and Directa Networks, two online advertising networks present in the U.S. Hispanic market, but mostly targeting Latin American audiences.
Launched in 2004 by its CEO Marc Duquette and based in Verdun, Quebec, CA, HispanoClick also represents publishers in Latin America and Spain. Private equity backed Batanga received a series C round of $30 million last fall led by Tudor Ventures and HIG Capital. Batanga not only is an online and social networking platform, but also produces live events and 2 magazines: Latino University and Batanga Music.
Marc Duquette will continue to serve as General Manager of HispanoClick and Ana Maria De La Cruz, co-founder of HispanoClick, will continue as Vice President of Business Development based out of Batanga’s headquarters in Miami, Florida.
Related Article: Oct. 29, 2007: Hispanic Online Advertising Sales Networks Climb the Ranks