For the fourth time in three years, OwnLocal is growing by acquisition again. The Austin, Texas-based digital advertising services provider on Feb. 6 bought Print2Web, one of the first companies to digitize print ads for newspapers.
OwnLocal said the acquisition fits its own strategy to make localized digital marketing accessible to businesses through traditional media outlets, such as newspapers.
“Newspapers have a difficult time offering effective and affordable digital solutions to their advertisers,” Lloyd Armbrust, founder and CEO of OwnLocal, said in a statement. “With OwnLocal, they can automatically provide digital marketing to their SMBs at a fraction of the cost they could find anywhere else. Print2Web’s long-standing relationships and deep industry knowledge will allow us to deliver our solutions at an accelerated rate. We’re excited to combine our core strengths to better serve the local media market.”
Founded in 2001 in St. Petersburg, Fla., Print2Web now works with more than 450 newspapers, and services tens of thousands of local businesses.
“We look forward to leveraging OwnLocal’s global network and vast resources to help more local media organizations empower businesses in their communities. We know our customers will be well taken care of by OwnLocal,” said Al Corey, Print2Web’s founder and president, who is retiring after 30 years in the newspaper industry.
Six-year-old OwnLocal uses technology to automatically turn traditional print, audio, and video advertisements into online marketing campaigns. Its ad platform creates new revenue streams for media partners while providing digital marketing solutions for local business advertisers.
OwnLocal works with more than 3,000 newspapers globally, and powers digital campaigns for more than 100,000 local businesses every month. OwnLocal financial backers include Y-Combinator, the Knight Foundation Baseline Ventures and Lerer Hippeau Ventures.
The acquisition of Print2Web will allow OwnLocal to expand their partner network and augment the suite of automated digital services they provide to their media partners.
OwnLocal said it plans to integrate Print2Web’s 30 remote employees into the company.
Terms of the transaction were not disclosed.