Communications infrastructure and media services company Arqiva has announced the acquisition of location based Wi-Fi media specialist Selective Media.
Arqiva had taken a 50 per cent share in the business under the terms of its takeover of Spectrum Interactive last year, but has since acquired the remaining shares.
Selective Media currently specialises in providing targeted advertising campaigns across the Arqiva Wi-Fi network, offering on-line display, pre-roll and video on demand (VOD) opportunities combined with targeting methods based on location, age, gender, and time in order to deliver more effective campaigns.
“The acquisition of Selective Media strengthens our media and Wi-Fi position and provides us with the leverage to become a major player in the media space along with further differentiation of our Wi-Fi offer against the competition. Our Wi-Fi network already spans high-footfall sites including almost every UK airport and major hotel and retail chains, and this acquisition provides a fantastic opportunity for our clients and customers to connect with audiences on the move,” said Nicolas Ott, managing director of Arqiva’s government, mobile and enterprise business unit.
Selective Media will now be re-location to Arqiva’s London HQ, though it will remain trading under its current name and as a separate legal entity.