Mercury Media has acquired iMarketing in the USA. The television agency is attempting to remedy its lack of cross-channel offering by snapping up iMarketing and the performance marketing expertise housed inside.

iMarketing has most cross-marketing bases covered. It specialises in search marketing, online media planning and buying, affiliate marketing, social media, mobile marketing, creative and web development, research and analytics technology.

Mercury believes it’s now the largest independent online and offline performance marketing agency in the states. The claim likely stems from iMarketing’s annual billings becoming part of Mercury’s whole. Pre-merger, the digital agency generated over $30 million.

Mercury Media’s digital desire

John Barnes, CEO of Mercury Media, emphasised the company’s digital desire. “The addition of iMarketing provides Mercury with a full suite of digital services as well as a robust data analytics platform that will enable Mercury to provide our clients with superior insight and results,” he reasoned.

Clients at iMarketing include Dow Jones, eDiets, Hoveround, Premier Care, Barclays, Yahoo!, Deal Chicken, and American Express Publishing. There’s no word on whether they will move to Mercury offices in California, New York, New Jersey, Massachusetts, Illinois or Pennsylvania.

CEO of iMarketing, Keith Kochberg, spoke of how joining forces with Mercury was an easy decision. He predicted that traditional media could combine with performance marketing and Mercury would be equipped to meet this trend.

“Together, we can provide our clients with integrated solutions to advance their businesses and take advantage of the rapidly changing media environment which will be driven by vast amounts of data, and a convergence of television, online and mobile services,” he said.