Direct marketing M&A activity hit $46.3 billion in 2005

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New York—Direct marketing industry M&A activity totaled 469 transactions in 2005, with an estimated $46.3 billion in deal value, according to Petsky Prunier, an investment banker that specializes in direct marketing.

That is an increase of 65% from $28.0 billion in 2004.

Petsky Prunier defines the industry as comprising marketing services, marketing technology and multichannel marketing.

The marketing services sector generated 233 deals. Internet-driven marketing service segments accounted for nearly half of those deals. Significant Internet marketing service deals included IAC/Interactive Corp.'s $1.9 billion acquisition of, formerly Ask Jeeves; Hellman & Friedman's buyout of DoubleClick for $1.1 billion; and Epsilon’s $120 million acquisition of Bigfoot Interactive. The total deal value for marketing services was $15.0 billion.

Marketing technology deals had a combined value of $13.2 billion, while multichannel marketer deals totaled $18.0 billion.

—Carol Krol

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