UBM TechWeb has acquired the Online Marketing Summit. The event, with its next edition taking place early February in San Diego, attracts approximately 1,500 attendees and generates about $1.1 million in revenues.
The Online Marketing Summit grew out of the Online Marketing Institute, an organization providing training and certification programs for the various permutations of online marketing-email, social media, SEO, demand generation, and so on. The summit, the OMI’s main event, launched in 2007.
OMS co-founder Aaron Kahlow will continue on as conference director and the Online Marketing Institute will remain an independent organization.
"With UBM TechWeb, the Online Marketing Summit will grow to serve our audiences with an even more world class content, deep educatioal workshops and a first ever Expo showcasing the hottest new tools and solutions," Kahlow says in a prepared statement.
While the 2011 OMS event generated about $1.1 million in revenues, the value of its gross assets at time of acquisition were about $200,000. UBM says it expects to exceed the cost of capital of the deal in its first full year of ownership.
On the surface, the summit is a good fit with TechWeb, given the group’s push into marketing-as-a-service. TechWeb’s audience consists mostly of CIOs and IT executives and managers. InformationWeek and Interop are two core brands, but the group also produces the Black Hat event, among many others, and information and event brands in the telecommunication and gaming markets.
But TechWeb’s marketing services group could leverage OMS as a brand for its digital marketing clients who use TechWeb as a provider of integrated marketing services to reach its audience.
According to TechWeb CEO Tony Uphoff, OMS could provide some integration opportunities with the group’s other events, especially overseas.
"Our mission at UBM TechWeb is about all things technology," says Uphoff. "We see marketing as the next big tech frontier. The acquisition of Online Marketing Summit is the perfect addition to other successful UBM properties, and we’re hoping to integrate with these brands like Technology for Marketing and Advertising (TFM&A) in India, China and the UK, Internet World in the UK, and E-Commerce Expo in the UK. Finally, Online Marketing Summit perfectly complements our Marketing-as-a-Service business. Online Marketing Summit’s deep education, world class library of online tutorial, and a first time show floor delivers on all principles of Marketing-as-a-Service, fusing quality content, engaged audiences, user experience, and business analytics with the latest digital technologies to cost-effectively deliver sustainable marketing programs."