In a news release, CDK Global stated it chose Ansira after a process of searching for several potential buyers. The company emphasized Ansira's background with auto verticals and how it can bring its own experience to online marketing and improve technology-based marketing for local consumers.
“We believe that Ansira is the right partner to continue growing the strong technology platform and skilled management team of our digital marketing business,” CDK Global President and Chief Executive Officer Brian Krzanich said.
“We remain fully committed to our digital marketing business customers, and we will ensure a seamless and uninterrupted transition through the completion of the sale,” Krzanich continued.
The sale is expected to be finished up in the coming months.
“We know that brands must reach customers in that ‘last mile’ to drive the greatest success, so it was clear to us that Ansira’s footprint in marketing services and their automotive industry expertise, coupled with the user-friendly platform of the digital marketing business will provide an exceptional offering for our collective clients and their customers,” said Alan Herrick, an operating partner with Advent International and chairman of Ansira’s board of directors.
“The acquisition will allow the CDK digital marketing business to continue on its accelerated path of product and services innovation, as well as to deliver highly responsive and consistent customer service, while enriching Ansira’s local marketing activation offerings,” Herrick continued.
“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 their dealer solutions,” Herrick went on to say.
“What we know for certain is that success in marketing for brands greatly relies on them delivering in that ‘last mile’ for their customers,” he added. “With the CDK digital marketing business, Ansira will provide another solution for clients to reach their customers locally, in a seamless and relevant way.”
CDK's online marketing business uses proprietary websites and advertising technology to make the consumer experience better and attract over 83 million visitors every month. Its marketing products include advertising, websites, digital consulting, SEO, social media products, and earned marketing. The company also believes it can provide new and updated products based on consumer and dealer needs.
“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,” said Jen Cole, senior vice president at CDK Digital.
“Our shared passion with Ansira for digital marketing technology and services will help drive even more value for our clients and their customers,” Cole continued. “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.”
Currently, CDK's digital marketing business has 175 in-field representatives available for dealers to contact if they need a quick response and to provide top tier service.
The company also has another 200 employees in India developing improved engineering and operations which will help expand Ansira's worldwide growth.
“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,” Ansira chief executive officer Jay Dettling said.
“The acquisition solidifies Ansira’s depth and scale of local marketing activation solutions, and utilizing its newly-refreshed and ever-evolving platform, as well as their agents in the field, will provide our clients with another solution to drive in-market effectiveness,” Dettling went on to say.