Ansira has signed a definitive agreement to acquire the CDK Global (Nasdaq: CDK) Digital Marketing Business. The CDK Digital Marketing Business uses powerful proprietary websites and advertising technology to drive more than 83 million monthly unique visitors across a multitiered automotive landscape.
“The acquisition of the CDK Digital Marketing Business will provide an opportunity for Ansira to further extend its efforts in local marketing activation solutions for automotive clients, leveraging the great depths of CDK’s dealer solutions,” says Alan Herrick, an operating partner with Advent International and chairman of Ansira’s board of directors. “A brand’s marketing success relies greatly on delivering in that ‘last mile’ for its customers. With the CDK Digital Marketing Business, Ansira will provide another solution for clients to reach their local customers in a seamless and relevant way.”
“While we continue on our accelerated path of product and services innovation, we will be able to tap into Ansira’s extensive experience in automotive, its world-class marketing services, and creative to improve our dealer marketing effectiveness and the insights we bring to the industry,” says Jen Cole, senior vice president of the CDK Digital Marketing Business. “Our shared passion with Ansira for digital marketing technology and services will help drive even more value for our clients and their customers. We will continue to bring clients industry-leading platform innovations to help them compete in local markets and realize greater returns on their marketing investments.”
Aimed at improving the customer experience, the CDK Digital Marketing Business offerings include websites, advertising, digital consulting, earned marketing, search engine optimization (SEO), and social. In addition, the newly refreshed platform delivers new user features and improved dealer usability. The CDK Digital Marketing Business has more than 175 representatives in the field to call on dealers, providing a responsive and consistent quality of service. The company also has a team of almost 200 employees in India focused on operations and engineering, which will expand Ansira’s global presence.
“The CDK Digital Marketing Business will amplify Ansira’s extensive and industry-recognized expertise in the auto vertical, driving customers to strategically leverage hyper-local opportunities as a unique selling point that can help drive growth and build and maintain customer brand loyalty,” says Ansira CEO Jay Dettling. “The acquisition solidifies Ansira’s depth and scale of local marketing activation solutions, and utilizing CDK’s newly refreshed and ever-evolving platform, as well as its agents in the field, will provide our clients with another solution to drive in-market effectiveness.”
Ansira is backed by Advent International, one of the largest and most experienced global private equity investors, with deep expertise in the business and financial services sector. The proposed transaction is expected to close in the first half of 2020, subject to customary closing conditions.