XTD's Motio has won the national agency and programmatic sales rights to Swift Media’s health and wellbeing screen network.
The three-and-a-half year deal combines XTD’s experience in the out-of-home and digital place-based sector with Swift’s1,400 digital screens at GP centres.
Swift awarded the rights to XTD after a competitive tender. Swift says: "Among the key factors in the decision was the pedigree of XTD’s management team, all of whom have successful track records selling health-related advertising in digital out-of-home environments."
A short time ago, XTD shares were up 9% to $0.048. Swift was up 9.5% to $0.046.
XTD operates place-based out-of-home networks across rail, sports and leisure and medical and health locations throughout Australia.
Adam Cadwallader, CEO of XTD, says the Swift network offers a breadth across the market and provides a high calibre extension to Motio’s value proposition to brands.
"It offers our customer the opportunity to engage with audiences in ultra-long dwell time environments with a combination of relatable content and advertising that informs and entertains," he says.
"The agreement is well-timed given the emerging recovery in national advertising spend.”
Motio will oversee national and programmatic display sales, while Swift continues to monetise its network using its highly successful local in-house sales force.
Pippa Leary, CEO of Swift Media: “By combining the networks and leveraging XTD’s proven expertise we look forward to driving accelerated sales growth and improved screen utilisation. Swift will continue to drive local advertising sales, while national advertisers will be able to access Swift’s network through XTD’s Motio Health brand."
Motio, a specialist place-based media unit, earlier this month announced the representation of the Caltex on-the-go network, adding to its recently acquired health network from oOh!media and its indoor sports and leisure network.
Under the agreement with Swift, revenue from national and programmatic display sales will be shared between the parties with Motio receiving a 35% commission.
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