Viewpoint and Interwoven both make Acquisitions to Strengthen their Content Management Offerings

Internet marketing technology company Viewpoint is acquiring Springbox, an interactive marketing firm. The Austin-based Springbox provides creative and marketing technology for clients like AMD, Callaway, Dell, Disney, Hoovers, Lance Armstrong and Siemens, but Viewpoint intends to combine its Premium Rich Media system with Springbox’s content management technology.

Viewpoint is comprised of several campaign management groups, including TheStudio creative services group, the Unicast online advertising group, and its KeySearch search engine marketing consulting practice. There’s been no word as to how Springbox will be integrated into any of the various groups. The deal itself is expected to close in the fourth quarter of 2007 based on an initial consideration of approximately $5.5 million in stock and cash, according to the company.

In a separate deal, content management company Interwoven is acquiring Optimost for approximately $52 million in cash for all its outstanding shares. The deal with add Optimost’s real-time multivariable testing and Web site optimization to Interwoven’s technology to allow its customers to maximize keyword search ad results, Ben Kiker, chief marketing officer for Interwoven told me.

“What the acquisition of Optimost allows a company to do is really get very creative around developing targeted landing pages and figuring out what is the best thing to present when someone clicks on that search terms,” said Kiker. “So you can grab them and they don’t hit the back button.”

The acquisition is also expected to close in the fourth quarter of 2007, and the company will continue to use the Optimost name.