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Ebiquity well placed in opaque media world, says Numis

Marketing analytics firm Ebiquity is well placed to benefit in a digital world where clients demand greater accountability from their media investment, reckons City broker Numis, which rates shares a 'buy'.
Ebiquity well placed in opaque media world, says Numis
Digital hasn't been the "Holy Grail" in the media marketing world

Marketing analytics firm Ebiquity (LON:EBQ) is well placed to benefit in a digital world where clients demand greater accountability from their media investment, reckons City broker Numis, which rates shares a 'buy'.

The tech firm digests the so called "big data" and helps  companies establish whether they are getting enough bang for their advertising and marketing buck.

It works with 1,100 clients worldwide.

Reacting to an analyst day yesterday, Numis highlighted Ebiquity's high penetration of leading marketers globally.

"A key focus is now upselling clients to take multiple products and cross-selling from one country into multi-territory or global assignments," noted analyst Paul Richards, who targets 162p for the stock (current price: 146p).

Significantly, the firm highlighted that digital media, far from being the Holy Grail within marketing, had lead to greater opacity (fuzz) in the media marketplace.

On that front, Ebiquity is developing OPTix, which will measure online performance and value measurement, the broker notes.

"The group acts as an independent advisor to marketers to help them target their spend effectively and ensure their media agencies adhere to its contract," added Richards.

Ebiquity shares were unchanged at 146p.

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