Permission marketing firm snaps up NDL Realtime

Online permission-driven marketing company PDV, famous for its Daily Draw, Chooseaprize and Fair Exchange consumer websites, has bought NDL Realtime from its founders.

PDV, founded in 2000, has over 3 million subscribing members and attracts over 70,000 new customers a month to its free games and entertainment websites.

It offers daily prizes of more than £4 million and remains the only online company in the UK to pay out a million pound jackpot for a free play.

The acquisition of NDL Realtime marks a milestone in PDV's ongoing expansion of its on- and offline consumer data collection and interaction propositions.

The purchase of NDL will deliver additional clients and revenue streams to PDV - enabling it to be the No 1 supplier of responsive consumer data in the UK.

PDV's success is based on the premise that exposure to client advertising should be a 'fair exchange' - with its customers being rewarded for revealing information about their lives and preferences with prizes, competitions and a loyalty programme.

PDV clients are then supplied with qualified sales leads and profiled, opted-in consumer data.

PDV is headed by its founder Derick Hill, who previously, as commercial director of MoneyExtra, pioneered the online price comparison movement.

"This is the first move in PDV's planned expansion and development of its online and offline consumer interaction, data collection and online advertising divisions," Hill said.

"The acquisition will enable us to tap into the growing demand for real-time data and to expand our customer entertainment and interests range".

NDL Realtime, launched in 2006, delivers high-value, real-time sales leads gathered from a wide range of digital and traditional media to clients principally in the financial services, energy and automotive sectors.

Tony Coad and Bill Burey, both high-profile marketing personalities, have long championed real-time, consumer (rather than marketing)-led sales.

In 1985, Coad founded NDL International which was destined to become the UK's biggest lifestyle database company.

In 1994, having become the Calyx Group, it was sold to VNU for £49million to form Claritas UK (now known as Axciom).

Coad and Burey have joined the PDV senior management team as business development directors.

Burey will take a seat on the PDV Board.

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