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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Japan to stop pumping radioactive water into sea | 11:29am EDT Scientists find superbugs in Delhi drinking water 07 Apr 2011 New York law now makes choking a crime, results in 2,000 arrests 07 Apr 2011 China concerned at Japan's prolonged nuclear crisis 8:44am EDT Facebook now wants a say in computer hardware 4:47am EDT Discussed 119 U.S. to reach debt limit by May 16: Geithner 81 Stumbling blocks remain in budget fight 75 US Republican budget plan would cut $5.8 trln in 10 yrs Watched NATO air strike hits Libyan rebels Thu, Apr 7 2011 7.4 magnitude quake strikes Japan Thu, Apr 7 2011 High fashion for compassion Thu, Apr 7 2011 small business Is social media the elephant in the room? GoDaddy founder Bob Parsons caused a stir when he posted a video of him killing an elephant on Twitter. It's the latest example of the inherent dangers of social media and small businesses should take heed to avoid pulling a "Parsons." Full Article Managing elephant-sized social media blunders The do's and don'ts of securing a domain name 5 signs you need a marketing makeover Blinkx buys Burst for $30 million to boost online TV Tweet Share this By Kate Holton LONDON (Reuters) - Online video search firm Blinkx is to buy online ad network Burst Media for $30 million to help build personalized online TV channels that should command premium rates from advertisers. Online advertising has, for... Email Print Related News UPDATE 3-Mexico's Televisa says buying 50 pct of Iusacell Thu, Apr 7 2011 Special report: How News Corp got lost in Myspace Thu, Apr 7 2011 Blockbuster auction to decide movie chain's fate Mon, Apr 4 2011 NY Times risks losing readers with new pay model Thu, Mar 17 2011 Groupon worth $25 billion? Nope: source Thu, Mar 17 2011 Analysis & Opinion Larry Gagosian, billionaire Tencent, De Wolfe among interested buyers for Myspace Related Topics Technology » Deals » Global Deals Data 2011 Q1 » Inflows Outflows » Media » Stocks By Kate Holton LONDON | Fri Apr 8, 2011 9:50am EDT LONDON (Reuters) - Online video search firm Blinkx is to buy online ad network Burst Media for $30 million to help build personalized online TV channels that should command premium rates from advertisers. Online advertising has, for some time, been the fastest growing segment of the overall ad market, with online video ads running before or after video clips achieving the highest prices from marketers. Blinkx, which already shows video to an audience gathered from more general sources, said the deal would give it access to Burst's audience of over 130 million unique users and its partnerships with more than 1,000 niche websites. Chief Executive Suranga Chandratillake said advertisers were willing to pay much higher sums if the ad was directed at an audience known to be interested in the product or subject. "If it's a pharmaceutical ad that appears only on video that is talking about very specific health problems, then the price we can charge per impression of those ads is much much higher than the price for something more general," he told Reuters. "The Blinkx audience is currently gathered from more general channels, this gives more scale (for a targeted audience)." The group announced the takeover as it released a trading update predicting a rise in full-year revenue to more than $65 million, up around 90 percent on last year. It expects to report an operating profit above the current analyst consensus estimates of $6.7 million for the year ended March 31. The trading update and the deal with Burst sent shares in the group up 10.2 percent to 122 pence on Friday, while shares in Burst were up 390 percent to 23.93 pence. The offer represents a premium of around 400 percent to the mid-market closing price on Thursday but Chandratillake said the firm had been penalized by the market in recent months which had started to question its future. "Up until now, the primary barrier to further television advertising budgets moving online has been online video's inability to match the sheer scale of audience that television can deliver," he said. "The acquisition ... will allow us to overcome that challenge: by fusing Blinkx's unique patented technology and large video index with Burst's massive reach, we will have the potential to create personalized, online television that is watched by hundreds of millions of users." (Editing by Ben Hirschler) Technology Deals Global Deals Data 2011 Q1 Inflows Outflows Media Tweet this Share this Link this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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