(Image via MediaCentralCorp on Instagram.)
A growing Canadian media Company is creating a powerful audience of influencers.
After launching its new AI-led programmatic advertising initiative, a publicly traded alternative media Company is out with
news that it had seen a surge in revenue growth. This Canadian business is now eyeing an even bigger share of the
$333 billion (USD) digital advertising industry … and here’s how they’re doing it.
Media Central Corporation Inc. (CSE: FLYY, OTC: FBOP, Forum) recently made another move with its strategy to monetize its increasing audience by acquiring popular publications
NOW Magazine and
the Georgia Straight.
FLYY acquired the popular Toronto magazine NOW in November 2019 and since then has seen an increase of 405% (4,494,026 in March 2020, 22,694,713 in April 2020) in ad impressions.
Four months later, it brought the Straight, Vancouver’s quintessential alternative press paper, under its family and has seen an increase of 25% (19,935,762 in March 2020, 24,846,567 in April 2020).
Combined, this initiative has seen both titles report a significant increase of +389% in programmatic ad revenue in April 2020, according to Google Ad Messenger data.
As Media Central moves ahead with this tech-heavy strategy, Senior Vice President, Technology and Architecture, Anton Tikhomirov, explained for investors that the Company’s digital advertising revenues are projected to dramatically surpass its current legacy ad model.
“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,” he said. “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.”
By investing into these iconic urban publications, it gave them new life under an aggressive digital transformation strategy to migrate into profitable, leading-edge digital platforms. They have also connected with Media Central’s growing audience of 6.5 million influential consumers. Targeting two other major audiences, cannabis and eSports, the Company also launched digital platforms -
CannCentral.com and eCentral Sports.com. The latter serves as an information hub for eGaming and eSports fans looking for the latest in news, information, and culture. In an
April 2020 news release on its beta launch, the Company pointed to the current gaming market’s value to be $148.8 billion (USD) and eSports alone reached 454 million viewers worldwide in 2019 with growth projected to 645 million by 2022.
Media Central CEO Brian Kalish added that eCentral Sports will acquire and scale traffic by leveraging readership from the Company’s current high-performing titles, opening up immediate opportunities to monetize the new channel through an integrated editorial, display advertising, affiliate marketing and omnichannel sponsored content strategy, designed to benefit FLYY’s advertising partners.
One of the key contributors to this success? Affiliate marketing, as well as marketing automation software and programmatic advertising. These three platforms offer advertisers some appealing options when they look to target this premium readership that Media Central possesses. Its six and a half million people living in two of Canada’s most bustling urban centres and are also affluent and educated consumers.
SVP Tikhomirov called this an audience-centric approach to growth.
“The implementation of this latest technology will enable MediaCentral 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.”
The growth strategy behind this Company is sound and seems to be paying off: Consolidate, digitize, and monetize more than 100 independent urban publications and their audiences.
Investors should keep their eye on Media Central Corp’s upcoming developments, as the Company continues to search for, what it calls synergistic and accretive acquisition opportunities to further expand the its reach across North America.
FULL DISCLOSURE: This is a paid article produced by Stockhouse Publishing.