Ascential plc in £29.8m swoop for promotion analytics company

Global information and events company Ascential plc has announced its acquisition of Brand View Limited, a provider of price and promotion analytics for manufacturers and retailers.

London-headquartered Ascential will buy the firm for an initial £29.8m and a deferred payment of up to £8.2m, subject to Brand View achieving subscription targets in the coming months.

Established in 2008, Brand View’s offering allows retail and manufacturing companies to measure and manage pricing and promotion activity. It is used to drive sales both online and offline.

The company has more than 200 customers and operates from offices in Reading, Paris, and Connecticut.

In the year to June 2018, Brand View generated revenues of £13m. Ascential is expecting the transaction to be earnings enhancing in its current financial year.

Duncan Painter, chief exec at Ascential, said: “We have a clear focus on providing information and capabilities that enable our customers to succeed in the digital economy.

“The acquisition of Brand View, using capital released from the sale of the exhibitions business, supports this goal by broadening our capabilities in ecommerce analytics.”

He added: “Brand View’s price and promotion expertise, and coverage of store-based activity, provides a comprehensive offering for both retailers and manufacturers.”

Ascential funded the acquisition with its cash reserves.