Motio Acquires The Medical Channel

Motio Acquires The Medical Channel
B&T Magazine
By B&T Magazine
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Motio has announced it has acquired Swift Media’s Health & Wellbeing company, Medical Channel Pty Ltd. The move is set to transform the Motio Health network, increasing its existing footprint by over five times, significantly expanding its network and driving an injection of quality in this important Digital Place-Based sector.

The acquisition is pivotal in Motio’s strategy to lead the Digital Place-Based & Location Intelligence media sector, specialising in the health & wellbeing category, leveraging scale, incumbency, and a focus on technological development.

The move also provides significant commercial scale for Motio’s Health network, with Medical Channel enabling a further extension to Motio’s programmatic focus – that is already operating across its Play and Health networks.

The past year has been an unlikely and impressive period of growth for the business, with Motio expanding into a strong competitive position in the Digital Place-Based market since acquiring Adline Media and oOh! Media’s ‘mega medical centre’ display network in January and April last year (respectively).

Motio’s growing Digital Place-Based media business is driven by a committed focus to media sales, content, utility-based enhancements, audience measurement and first party data.

July will see the Swift Health & Wellbeing business (Medical Channel Pty Ltd) re-launched as Motio Health in combination with Motio’s existing ‘mega medical centre’ display network. This will incorporate a comprehensive refresh across the newly acquired business, upgrading key sites with the latest hardware and software components to improve and augment the value proposition for commercial partners and advertisers. Motio will also undertake an evolution of Medical Channel’s content program through its content and creative company, Enormity.

Adam Cadwallader, Motio CEO, commented: “Our focus on leadership in the Digital Place Based Media & Customer Location Intelligence sector will be significantly accelerated with the acquisition of Medical Channel – health & wellbeing is a strong sector for Motio to build and lead,”

“This deal will provide further reach, scale and impact for our Motio Media business, as we continue to enhance our ownership position in the Digital Place Based sector.”

Michael Johnstone, Motio COO, commented: “The addition of Medical Channel to our already significant portfolio will drive stronger, brand-safe, content enhanced environments underpinned by technology and data.”

Pippa Leary, Swift Media Limited CEO, commented: “This deal is a natural extension of our existing sales representation partnership with Motio. Motio has recognised our vision and the hard work that the Swift team has already invested. The company has both the capability and experience to see the business through to the next stage of success,”

“Swift is delighted to be able to maintain an indirect presence in this growth market, retaining a significant equity stake in Motio and looks forward to the business increasing value for Swift’s shareholders.”

The re-launch of the Motio Health network will perfectly complement Motio Play (indoor and online sporting environments) and Motio Go (retail-petro-convenience), while the wider business will continue to explore growth opportunities in the Digital Place-Based market.

Additionally, the company’s internal sales brand, Motio Media, was launched on 1 July 2020 – and representation partnerships were agreed with Ampol Digital Screen Network, as well as Swift Health & Wellbeing last year.

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