Miroma Group, a London-based independent marketing conglomerate, has acquired a majority stake in Ad Results Media, a creator, audio, and performance media agency, marking the company’s most significant expansion into the United States market since its founding in 2002.
Miroma is purchasing the stake from Los Angeles private equity firm Shamrock Capital, which will retain a significant minority position in the business. Ad Results Media operates as one of the world’s largest buyers of podcast and audio media, connecting brands including FanDuel, Molson Coors, and ZipRecruiter with audiences across podcasts, YouTube, streaming platforms, and radio. Financial terms of the acquisition were not disclosed. The combined entity now comprises more than two dozen specialist agencies across entertainment, creative production, performance marketing, and technology, employing more than 900 people globally and overseeing more than $750 million in annual media investment.
The acquisition brings together Ad Results Media’s offices in New York, Houston, and Los Angeles with Miroma’s existing network. Michael LaSalle, co-president and partner at Shamrock Capital, said, “We believe in this combination, which is why we are still minority shareholders and opted to retain that.” Ad Results Media CEO Jordan Fox will remain in his role following the transaction.
For Miroma founder and CEO Marc Boyan, the acquisition provides a strategic foothold in the creator-led media ecosystem as it has matured into a dominant advertising channel. “ARM has spent years building deep expertise in the ecosystem,” Boyan said in an email, referring to the company’s track record of helping brands connect with audiences of creators and podcasters. “These relationships, measurement, planning and performance — that simply can’t be replicated overnight.” Boyan added that the acquisition will give Ad Results Media access to Miroma’s global client relationships, which include Adidas, Amazon Audible, McDonald’s, Live Nation, and Google, while Miroma clients gain access to Ad Results Media’s creator and audio infrastructure. “This isn’t about folding a business into a holding company,” he said. Fox said, “Marc and the Miroma Group have extraordinary client relationships across their businesses, and the growth opportunities in front of us as part of the Miroma Group are enormously exciting.”
The deal has significant implications for podcast creators and audio production professionals seeking media buying support and audience development services. Ad Results Media has established deep relationships across the podcast and audio advertising ecosystem, and its integration into Miroma’s broader network could provide creators and producers with expanded access to brand advertising opportunities and cross-platform promotion capabilities. The combined entity’s scale may also enable more sophisticated targeting, measurement, and audience connection strategies for audio content producers.
The acquisition reflects broader consolidation trends within the audio and creator media advertising sector. As podcast and audio advertising has evolved into a major marketing channel, independent agencies specializing in these verticals have become increasingly attractive acquisition targets for larger holding companies seeking to expand their capabilities. Miroma’s move signals confidence that specialized expertise in creator and audio media represents a critical competitive advantage in the advertising marketplace.
Boyan articulated a long-term vision for Miroma that extends beyond traditional holding company consolidation. “With ARM joining the Group, the company has the scale to compete with much larger networks while retaining the agility and entrepreneurial culture that independent agencies are known for,” he said. The company is developing specialization in bringing together creator media, audio, performance, out-of-home, entertainment, and brand experience under one integrated platform. “We believe that’s where the market is heading, and we want to lead it rather than follow it,” Boyan said.
The acquisition positions Miroma to capitalize on the continued growth of audio and podcast advertising as brands allocate more marketing budgets to creator-led channels and audio platforms. By combining Ad Results Media’s specialized expertise in podcast and audio media buying with Miroma’s established global client relationships and cross-sector capabilities, the combined entity aims to offer a differentiated alternative to larger, generalist holding companies while maintaining the operational independence and entrepreneurial focus that have defined Miroma’s growth strategy.
Source: Adweek — Read the original article →
