Publishers Clearing House acquires mobile firm Liquid Wireless

Share this article:

Direct marketer Publishers Clearing House has acquired mobile marketing company Liquid Wireless. Publishers Clearing House CEO Andy Goldberg said the acquisition closed “before Christmas” but declined to disclose terms.

Liquid Wireless specializes in mobile lead generation, media buying and analytics. The company develops mobile optimized lead generation forms, as well as websites, and also maintains a real time bidding (RTB) engine.

“We're very focused on the rapid shift in consumers, from desktops to mobile, and really very focused on wanting to make sure that we not only optimize all of our consumer experiences but that we can also monetize well in the mobile channel,” Goldberg said. “From the time that we started our online efforts, lead generation has been a significant component of our business model. We were interested in making sure we could move quickly to monetize the sweeps entry activity that we get with lead generation.”

Publishers Clearing House has been examining the online lead generation market “for the last couple years” in search of something to supplement its existing lead generation business, Goldberg said. The company limited that search in 2011 companies with mobile capabilities, he added.

Liquid Wireless will continue to operate out of its Portland, Maine, headquarters as an independent entity owned by Publishers Clearning House. Jason Cianchette remains the company's president and will report to Goldberg. All Liquid Wireless employees are being retained.

Publishers Clearing House has been running a TV campaign over the last two weeks to promote its “Win $1 Million Every Year for Life” sweepstakes, and of the traffic to PCH.com driven by the ads, 30% came from mobile devices, Goldberg said. 

“We're already getting a significant amount of mobile traffic, a lot of new consumers coming to us, and we're able to not only introduce some of our properties and do email registration but also to immediately monetize that traffic with Liquid Wireless offers,” he said.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.