Late last week I received a curious press release with the headline, “Local Offer Network Announces Sale to Catalina of Certain Assets.” I tried unsuccessfully to talk to Local Offer Network CEO Dan Hess to gain more insight.
There was no purchase price disclosed or other terms. Following the collapse of the daily deals market, over the course of the past 12 or so months Local Offer Network had been repositioning from being a deals network/exchange to a more “personalized” marketing platform (featuring coupons/deals).
I suspect Local Offer Network had seen some of its momentum slow or stall over the past year.
The acquisition will bring a mix of web-based properties, clients (150+ publishers), technology and personnel to Catalina, which is based in Florida. Hess and most of his Chicago based team will now work for Catalina.
Catalina describes itself as a data-driven personalized digital media company. Here are the Catalina promotional bullets:
- Influences over 300 million households every month in the U.S., Europe and Japan.
- Spans more than 30,000 major food, drug, mass, and now convenience stores nationwide.
- Targets your most valuable consumers in display, video and now mobile advertising.
- Personalizes mobile advertising based on past purchase behavior.
- Measures the impact of the media on in-store sales.
- Integrates the customer’s smartphone into the physical shopping experience.
- Personalizes mobile brand engagement based on purchase history, in-store location and basket contents.
Catalina recently launched a mobile marketing solution, BuyerVision Mobile, in conjunction with 4Info that allows marketers to deliver mobile ads to roughly 90 million smartphone consumers based on their past purchase behavior.
Undoubtedly Local Offer Network will complement Catalina’s digital marketing tools and services. However, reading between the lines, it seems like Local Offer Network probably was shopping for a buyer.