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August 31, 2009

Orange acquires UK digital advertising network Unanimis

Combined offering to reach over 70% of internet users in the UK

By CBR Staff Writer

The Orange France Telecom Group has acquired 100% of Unanimis, a UK-based digital advertising network.

According to France Telecom, through the combination of Unanimis’s advertising network and Orange’s mobile and web assets, advertisers, buyers and media agencies will be able to reach over 71.5% of the UK’s online population and over 66% of the online population across UK, France, Spain and Poland.

France Telecom said that Unanimis has exclusive online advertising relationships with key website brands such as the AA, Ticketmaster, ASOS, Gumtree and giving it an exclusive-access, digital advertising portfolio in the UK. The acquisition is expected to put Orange and Unanimis at the forefront of digital and mobile advertising in the UK with better scale and reach across web, mobile and interactive media.

Unanimis will continue to operate under its brand name and will become part of the Orange Group Advertising Network, which offers advertisers and publishers an opportunity to reach new audiences by leveraging Orange’s multi-screen assets across the PC, mobile and TV platforms, added France Telecom.

Damon Reeve, CEO and co-founder of Unanimis, said: The combination of Orange’s assets with our renowned digital advertising expertise will appeal to a broad spectrum of advertisers, marketers and publishers. Technologically and culturally, we share much in common and we are very excited by the prospects we see ahead, not only for the web advertising opportunities but also for the, thus untapped, mobile proposition.

Gerry McQuade, chief development officer of Orange UK, said: More companies are increasingly turning to the mobile internet to enhance the way they advertise. A key part of our strategy at Orange UK is to grow and evolve our business in order to offer advertisers richer opportunities to engage with people. Combining the marketing opportunities offered through our mobile and web portal with the impressive inventory and sales expertise of Unanimis will give us huge strength and allow us to help advertisers reach audiences in new and exciting ways.

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