LBO France has acquired a majority stake in My Media Group, an independent French media buying agency.
Since it was founded in 2005, My Media has developed specific know-how in optimising TV-to-Web media campaigns (ie, the impact of offline communication, mainly television, on online traffic) and search engine optimisation (SEO) through Search Foresight, which is the leader in SEO consultancy in France.
My Media Group currently has more than 500 clients, for whom it manages each year more than EUR1 billion gross media space. As a leader in developing media strategies directly targeting customer acquisition, the company is particularly well established in e-commerce, where it has market share of more than 40 per cent with pure players, including Trivago, Groupon, Just Eat, Showroomprivé, Vistaprint and Meilleurtaux. My Media also orchestrates consultancy and space buying for several benchmark players, such as Système U, Feu Vert, GIFI, Michel et Augustin and Labeyrie.
My Media Group employs 130 persons and has successfully integrated several acquisitions, including Mediatop, Geo Vista, Libre et Change, Synodiance and Pygmalion Media.
My Media Group has become a benchmark player in just a few years on this market. It intends to accelerate its development, based on both organic growth prospects and an ambitious acquisition strategy in France and internationally.
“For this seventh investment by our White Knight IX fund, we have chosen a company boasting both an excellent track record of non-stop, multi-year outperformance and a solid outlook for the future. We are pleased to assist the company’s founders in their ambitious development plans, which are being driven by both strong organic growth potential and some very nice external growth opportunities,” says Thomas Boulman, Partner at LBO France.
“We have decided to seek the backing of a new, top-tier partner to continue our development strategy while keeping our independent status. We share the same values with Thomas (Boulman)’s demanding, dynamic and ambitious team. This deal is a major step forward for My Media. Having an investor like LBO France on board will allow us to accelerate My Media’s development against a backdrop of strengthened competition for traditional advertising groups,” says Anthony Ravau, group President and founder.