AIM-listed Ram Active Media has made its first acquisition since the business changed its name from Ram Investments in August.

AIM-listed Ram Active Media has made its first acquisition since the business changed its name from Ram Investments in August.

The purchase of visual advertising business Brandplay UK, a subsidiary of Brandplay Group, will be consolidated into the Ram Vision division and will operate under the name Ram Interactive.

Under the terms of the deal, Ram Active Media is to acquire the entire issued share capital of Northampton-based Brandplay UK for a total of £130,000. The deal is to be satisfied through the issue of 6,500,000 new ordinary shares.

Hertfordshire-based Ram Active Media is a holding company, which invests in digital media, communications and intellectual property (IP).

Tim Baldwin, chairman of Ram Active Media, says that Ram Vision is the largest network operator of landscape format ‘digital out of home’ (DOOH) media in UK shopping malls.

He adds: ‘The acquisition of Brandplay’s large format interactive projection network will enhance the product offering of Ram Vision to major brands and media advertising agencies who are increasingly interested in interacting and engaging with consumers out of home.’

Baldwin reveals that no additional employees or office overheads have been taken over as part of the deal, with the acquisition being about products.

‘The interactive floor projection system is a captivating digital outdoor advertising medium in the heart of the retail environment,’ explains Baldwin.

‘Combined with the current Ram Vision Iconic and walkway screen network it offers a combined weekly footfall of 11 million consumers.’

The purchase is the first completed by the media business since its September 2010 acquisition of TrainFX.