UBL, a publicly-owned syndicator of updated business listings and profiles, is merging with The Advice Interactive Group, a fast-growing search marketing firm that has evolved into a full service agency. The merged company is slated to earn nearly $20 million in 2015, and is refashioning itself as a peer to companies such as Go Daddy, ReachLocal, Local.com, Yext and Factual that are either public or have attracted attention on Wall Street.
UBL will provide stock and cash in consideration of the merger. While both companies initially keep their own identities, they intend to work towards an integration of operations and a single brand. Both companies earned approximately $8 million apiece in 2014. Charlotte-based UBL has 38 employees while Advice Interactive has 85 employees in Dallas and Newport Beach.
Billed as a “combination of equals,” UBL CEO Doyal Bryant will be the new entity’s CEO, while Advice CEO Bernadette Coleman will run marketing, tech and operations. Bryant notes that the deal allows UBL to focus on a growing global market in syndicated business profiles; an area that has gone beyond search engines to also include mobile apps, GPS search and online maps, video platforms, marketing platforms and social networks. UBL currently has operations in Canada, the UK, Australia and New Zealand and says it will soon add four more countries.
Advice, meanwhile, is set to leverage UBL’s listings/video and mobile-rich database, and provide a one stop for a wide range of activities for its business and enterprise customers. These include local search, PPC & SEM, reputation management, SEO, Web design, content marketing and social media. The majority of Advice’s customers come from local channel partners; its strength and technology platform are expected to enhance UBL’s current efforts in the space, which are not a main emphasis.
The merger gives Advice “a major edge over everyone in the (SEO) space,” says Coleman. As marketing moves to hyperlocal capabilities, it isn’t just about search anymore, she emphasizes. “Clients need to have data syndication; optimized profiles; and customized linking and meta data — all in one place.”
Advice Interactive Group CEO Bernadette Coleman is speaking at BIA/Kelsey NATIONAL, which takes place March 25-27 in Dallas.