PERTH, AUSTRALIA: XTD Limited has been awarded a three and a half (2+ year option) national agency and programmatic sales rights for Swift Media’s 1,400-strong place based, national Health and Wellbeing screen network (formerly Medical Media).
Among the key factors in the decision was the pedigree of XTD’s management team who have successful track records selling health-related advertising in digital out-of-home and place-based environments.
The deal combines XTD’s deep experience in the out-of-home and digital place-based sector with Swift’s wide-reaching national network centrally managed for instantaneous information, content and campaign delivery, adding to Motio’s extensive network.
Adam Cadwallader, CEO of XTD, said “The Swift network offers XTD & Motio a breadth across the market and provides a high calibre extension to Motio’s value proposition to brands. The digital screen network, with displays centrally located in GP practices, in combination with our recently acquired network, is unique. 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. The agreement is well-timed given the emerging recovery in notional advertising spend.”
Pippa Leary, Chief Executive of Swift Media, said: ‘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. This agreement allows Swift to focus on its core competency of building recurring revenue in Mining and Resources and Aged Care.”
XTD’s ‘Motio continues to grow at an expeditious pace – The specialist place-based media company announced earlier this month 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 earlier in the year.
Motio will oversee national and programmatic display sales, while Swift continues to monetise its network using its highly successful local in-house sales force. Under the agreement, revenue from national and programmatic display sales will be shared between the parties with Motio receiving a 35% commission. As revenues will be dependent on the take up by advertisers, revenues from the agreement are not able to be reliably estimated at this stage.