Performance marketing group Tradedoubler has made what it describes as a “minority” investment in French video ad specialist DynAdmic.

The move sews the first seeds of Tradedoubler’s video offering, encompassing an option for creating targeted premium video solutions for its 2,000-strong client roster as well as a brand new video network to distribute some of that inventory.

DynAdmic is said to have traded single share in exchange of entering into a partnership with the network via its new TD Ventures business accelerator programme, referenced by Tradedoubler regional director Dan Cohen in his PI Column

As a result, video will become another focus for Tradedoubler as it seeks to diversify its offering beyond affiliate marketing. 

Earlier this year the group announced a bold move into programmatic advertising with the launch of its ENGAGE tool, backed up by a DSP it acquired as part of a deal for German start-up Adnologies.

Multi-channel goals

Recent studies have pinned video advertising as one of the fastest-growing digital channels, with mobile users a big target group for those involved.   

One report from SpotX has revenues from online video hitting €375 million in 2015, up from a mere €22 million in 2012, and Tradedoubler is looking to capitalise on at least some of this spend by joining forces with DynAdmic.

The latter has plenty of brand-based clout on its side, with a client roster packing in Renault, BMW, Lego, Sony, Disney and Kellogg’s among others. Since its founding in 2012, DynAdmic has expanded to boast a staff count of 50, spread across offices in Europe, North and South America, who help the company serve clients in several countries.

With regards to Tradedoubler, group CEO Matthias Stadelmeyer viewed the news as an “important step” in the development of his own group’s multi-channel offering.

“Video is an increasingly powerful communication channel and we are excited to include an innovative approach to targeted video advertising within our portfolio of client-focused solutions,” he added.

Also speaking of the news, Stéphane Bonjean and Bruno Champion, co-founders of DynAdmic, said: “DynAdmic has an innovative technology that identifies consumers and uses targeted video advertising to deliver relevant messages that create real impact. 

“We are excited to be working with Tradedoubler to continue to innovate and take video into the performance arena.”

Other offerings 

Given that only a small amount of investment has gone into DynAdmic, it’s unlikely that Tradedoubler’s product line-up will gain another member in the usual form.

For instance, Tradedoubler’s affiliate offering is now packaged into TD CONVERT, while TD CONNECT and TD ENGAGE are for managing digital marketing activity and programmatic advertising respectively. 

There is also TD ADAPT, which helps advertisers to visualise and better manage their banks of data. 

Tradedoubler has already stressed the limited impact its dealings with DynAdmic will have on the bottom line, with its financial results impending.