Why Cox bought Adify

Posted by Thai Arizpe on 2 September 2009 | 0 Comments

Tags: Cox, media

For those of you still wondering why Cox acquired Adify, this interview with a Senior Manager at Del Monte, should help shed some light…

In the interview, Doug Chavez expresses the importance of not just using one form of media to promote, launch, or build a brand, especially in the CPG world – “we have proven that digital media can work harder when it’s used with other media”.

Since joining Adify, I have had a couple of people ask me why Cox bought Adify. This interview should shed some light on the reason for the purchase. Cox has been in the media business for decades. They started with newspapers, and then extended to radio, TV, direct mail, and now to digital media. Cox has built their business on the concept of consolidation in allowing consumers to get all of their media needs in one place. This same principal applies to advertisers – Cox believed in the idea that although digital media is powerful, it is much more effective when it is combined with other media, like TV, radio, or even Valpak.

The two once distinct and separate worlds of offline and online media are now converging and companies like Cox are at the forefront of providing advertisers with the means necessary to make their advertising efforts cohesive, compelling, and successful.

Cox understands the 2009 fragmented consumer and built a company that allows advertisers to touch consumers from many angles with the same message. There is more to gauging campaign success than just looking at one individual piece – it’s looking at how every part of your media plan moves the needle. Offline is not going away, as an advertiser, you just need to figure out how to bridge the two worlds to make your buys more effective.