CReATION: Space Asia Media acquired by US-based company Engage

<p>Space Asia Media has been bought by US-based Engage, a </p><p>results-oriented online marketing company that is listed on the </p><p>Nasdaq. </p><p><BR><BR> </p><p>The 100 per cent acquisition, which creates the world's largest online </p><p>advertising network, comes almost three years after Space was first </p><p>established. </p><p><BR><BR> </p><p>Engage is described as the largest online advertising network. </p><p><BR><BR> </p><p>Representing more than 4,500 sites in North and South America, Europe, </p><p>Japan and Australia, it is said to have access to 60 per cent of the </p><p>global online population. </p><p><BR><BR> </p><p>However, it lacks a presence in Asia; hence the purchase of Space. </p><p><BR><BR> </p><p>Space represents 270 sites - including Singapore Press Holdings, </p><p>Channelnewsasia and Buzzcity - and the two together would probably have </p><p>access to at least 65 per cent of Internet users worldwide, according to </p><p>Space co-founder and CEO Colin McIntosh. </p><p><BR><BR> </p><p>He also told MEDIA that the basic idea of the acquisition was that "we, </p><p>and therefore Asian advertisers, get access to a global network, and </p><p>they get Asia - the last continent in which they don't have a </p><p>significant presence. </p><p><BR><BR> </p><p>It's a global fit". </p><p><BR><BR> </p><p>Added Engage president and CEO Paul Schaut: "We have been looking at </p><p>opportunities in Asia for some time and feel that the acquisition of </p><p>Space is the most effective way to help us leverage our expertise, </p><p>technologies and data throughout this market. </p><p><BR><BR> </p><p>"It also gives us the ability to hit the ground running with a local </p><p>team that has specific experience in Asian media programmes to bring the </p><p>entire Engage model to the region relatively quickly." </p><p><BR><BR> </p><p>Mr McIntosh said Engage's proprietary technologies, which would soon be </p><p>rolled out in Asia-Pacific, included marketing measurement and other </p><p>analytical tools that could measure much more efficiently return on </p><p>investment in real time. </p><p><BR><BR> </p><p>In addition, there are systems that enable advertisers to understand </p><p>online advertising and make it more effective. </p><p><BR><BR> </p><p>"There is not enough experience of advertising online in Asia, so </p><p>advertisers don't know what is the best way forward. But with </p><p>technologies like Engage Enabling Technologies, AdKnowledge and I/Pro, </p><p>advertisers can make their advertising more effective because they can </p><p>monitor their ads on a real time basis and make changes to improve the </p><p>effectiveness of the advertising," said Mr McIntosh. </p><p><BR><BR> </p><p>Space has operations in Hong Kong, Singapore, Kuala Lumpur, Bangkok, </p><p>Seoul, Sydney and Melbourne and is planning to launch in China </p><p>shortly. </p><p><BR><BR> </p><p>Because of the acquisition, the company will change its name to Engage </p><p>Asia; however, no personnel changes are likely. </p><p><BR><BR> </p><p>Mr McIntosh will become president of the new entity and will report to </p><p>Mr Schaut in the US. </p><p><BR><BR> </p>