BrightMove Media (BMM) has positioned itself at the forefront of the Digital Out of Home media supply-side revolution by designing, manufacturing and licensing a technology platform which facilitates vehicular digital advertising. BrightMove’s core business is in proprietary SaaS (Software as a Service) technology that runs the hardware on transport vehicles – this is a 90%+ gross margin business – it is highly scalable across different countries and different industry verticals. The three key growth sectors for our business are taxi-top advertising both within the UK and overseas, corporate advertising via domestic commercial van fleets and third party digital screen networks.
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BrightMove Media Ltd has developed a media platform that can target specific geographies/demographics, activate at certain temperatures or different times of the day (day-parting) and reflect in real-time or historically ad impacts for any campaign. The platform does away with arcane campaign lead times by allowing instantaneous uploading of ads giving buyers the ability to be ever-relevant to consumers. It also gives media owners the ability to manage diverse digital assets through one network-connected platform. Furthermore the intelligent software allows live performance monitoring of all integral unit componentry. We have received significant interest from overseas taxi media operators.
Traditional Out of Home (OOH) advertising is static and analogue, our solution is mobile and digital. The platform is highly tailored, rapid response and automated and has highlighted the anachronistic ways of the traditional OOH media market – it is tightly controlled by a few large players, involving a complexity of intermediaries employing inefficient processes.
With the advent of programmatic exchanges, traditional supply/demand relationships within the OOH market will fast disappear, giving the opportunity to new, more dynamic and smaller companies to thrive. BrightMove expects to be at the forefront of this move as our software allows a direct interface to these exchanges.
Our core business is in proprietary SaaS (Software as a Service) technology that primarily runs the hardware on transport vehicles – this is a 90%+ gross margin business – it is highly scalable across different countries and different industry verticals. In the short term the hardware composition also has the capacity to be highly cash flow generative (GMs of 30+%). We have recently signed “Heads of Terms” with taxi media co’s in Virginia, US and Sydney, Australia to roll out this platform on taxis and licence for 5 yrs (other jurisdictions to follow). In addition we are presently running a trial with British Gas on a sample of their van fleet and plan to replicate across other corp. fleets.
Given the impact on an industry ripe for disruption, a traditional trade sale to a large media owner (JC Decaux, Clear Channel etc) might be expected. On the other hand given the integration of technology and real-time audience targeted messaging the appeal to a consumer consolidator like Google or AOL could prove to be attractive. The potential for high and regular software licensing fees could however bring in a raft of other interested parties. In each case a take out will be considered against the potential for remaining independent and providing an exit for shareholders by way of flotation on AIM.
An exit horizon is projected at between 3-5 years.