Media Central talks increase in programmatic ad revenue
2020-05-05 06:25 ET - News Release
Mr. Anton Tikhomirov reports
MEDIACENTRAL REPORTS RAPID REVENUE GROWTH ACROSS ALL DIGITAL PLATFORMS FROM ITS INITIAL PROGRAMMATIC ADVERTISING AND DATA INTEGRATION
Media Central Corporation Inc. has shown impressive revenue growth from the launch of its programmatic advertising initiative across its wholly owned properties Now Magazine and the Georgia Straight. The AI-led (artificial intelligence) programmatic advertising solution is one part of the company's latest initiatives in its efforts to monetize its growing audience of 6.5 million influential consumers through technology.
In March, 2020, Media Central expanded its ad inventory to include more diverse display and programmatic formats. As a result new ad units were created leading to a surge in ad impressions being served at both Now Magazine, with an increase of 405 per cent (4,494,026 in March, 2020, 22,694,713 in April, 2020), and the Straight, with an increase of 25 per cent (19,935,762 in March, 2020, 24,846,567 in April, 2020). This strategic move resulted in Now and the Straight combined reporting a significant increase of over 389 per cent in programmatic ad revenue in April, 2020.
Since acquiring its iconic urban publications Now in November, 2019, and the Straight in February, 2020, the company has executed an aggressive digital transformation strategy to migrate the titles into profitable, leading-edge digital platforms. The company's investment in developing and promoting high-quality content from omnichannel distribution and expansion to developing new trending verticals like e-sports and psychedelics has driven previously announced double-digit user growth month-over-month across all properties. As Media Central's audience reach accelerates, the company has initiated new technology-based revenue streams to monetize its readers.
"Our digital advertising revenues are projected to dramatically surpass our legacy ad model as we move forward with our tech-heavy strategy. We are leveraging the latest technology to optimize bottom line growth, while ensuring our readers have the best possible experience. Programmatic ads are successful because they use machine learning to ensure consumer demand ad placements, driven by data, in real time," said Anton Tikhomirov, senior vice-president, technology and architecture, of Media Central. "We have seen impressive growth from our programmatic ads and are excited for this continued trajectory as we move forward with supplementary digital revenue drivers."
In addition to the programmatic advertising initiative, Media Central recently announced its foray into affiliate marketing as another digital revenue stream.
The company has also moved forward with the implementation of a new proprietary marketing automation software. This software will unite all Media Central's publications and digital assets and will allow the company to collect first party data including behavioural information in one centralized location. As a result, Media Central will be able to improve the user experience through content personalization, increase traffic to all properties through cross-promotion, and enhance solutions for advertisers by providing access to highly segmented demographic data.
"We are taking an audience-centric approach to growth. The implementation of this latest technology will enable Media Central to leverage data to better serve our audience with relevant content that speaks directly to them. As a result, audience engagement on MCC properties will increase, providing advertisers with more diverse opportunities to strategically make an impression and promote their brands," said Mr. Tikhomirov.
The introduction of affiliate marketing, marketing automation software and programmatic advertising provides attractive opportunities for advertisers looking to target Media Central's premium audience of 6.5 million urban, educated and affluent consumers and situates the company to successfully capitalizes on the $333-billion (U.S.) digital advertising industry.
Media Central is actively searching for synergistic and accretive acquisition opportunities to further expand the company's reach across North America as it continues to execute its strategy to consolidate, digitize and monetize over 100 independent urban publications and their audiences.
About Media Central Corporation Inc.
Media Central Corporation is an alternative media company situated to acquire and develop high-quality publishing assets starting with the recent acquisition of Vancouver Free Press Corp., the purchase of Now Communications Inc. and the launch of digital cannabis platform CannCentral. Media Central is consolidating and digitally monetizing the over 100 million coveted and premium consumers of the approximately 100 alternative urban publications across North America, creating the most powerful audience of influencers.
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