19 May Fluent Inc – Will its Traffic Quality Initiative Pay Off?
Fluent, Inc. (NASDAQ: FLNT) is a data driven marketing services provider that offers performance and data solutions. The Company was founded in 2010 with an aim to transform the digital marketing industry through a combination of smarter technology and improved economics.
The Company helps companies connect with their target customers by providing them with pertinent information such as customer willingness, purchase behavior and inputs for targeted marketing communication. This helps marketers to design marketing communication that offers relevant content, which takes into consideration customers preferences and interests, and drives engagement and loyalty.
Fluent provides comprehensive customer acquisition solutions that focus on identifying and acquiring high lifetime value customers through a wide array of the company’s digital media properties. In addition, the Company continuously invests in technology to provide leading-edge analytics, innovation and seamless integration.
Fluent, Inc. (NASDAQ: FLNT)
Market Cap: $ 222.91M; Current Share Price: 2.85 USD
Data by YCharts
Industry
The advent of the smartphone, growing internet penetration, digitalization of the economy and more importantly the COVID-19 pandemic, have resulted in an increase in the time spent online by individuals. Mobile phones are now omnipresent, and many people are increasingly using them not only for entertainment but also for work and essential services. This has led to the creation of a humongous marketing opportunity for advertisers. Facebook (NASDAQ: FB) and other social media platforms have demonstrated the potential of targeted digital advertising, and the trend is here to stay as the world moves towards rapid digitalization. According to Statisca, the Global programmatic advertising market was valued at USD 106 Billion in 2019, and will reach nearly USD 147 Billion by the end of 2021.
Programmatic advertising helps advertisers maximize their spend by targeting a specific set of audience who are more likely to engage with a brand. They facilitate the creation of effective campaigns that convey relevant messages to their targeted subset of audiences. In addition, companies can buy and bid for advertising in real time and create customized advertising to appeal to their audience, based on the insights obtained from understanding customer preferences.
A report by ResearchandMarkets estimates that Real Time Bidding will reach US$33.7 Billion by 2027, growing at a CAGR of 30.7% from US$5.2 Billion in the year 2020, while the Private Marketplace segment is likely to grow at 28.6% CAGR for the next 7-year period. In the U.S alone the market for programmatic advertising is projected to be worth US$1.6 Billion in the year 2020.
Company
The Company offers comprehensive services ranging from offer design, inventory placement to tracking and measuring to marketers looking at acquiring high-value customers. Fluent has invested more than $1B till date to partner with leading publishers and platforms to promote engagement with its digital media properties. The Company has over 30 million active and authenticated customers and has a portfolio of more than 500 brands and agencies as its clients.
Fluent uses predictive modelling to target highest-performing audience segments, which helps find the right customer for a product offering and offer relevant content to encourage payable action and loyalty. The Company also delivers first-party customer provided insights by consumers who register with them, while ensuring transparency and utmost regard to privacy.
The Company has partnered with appsflyer, Kochava, aws, impact and Tune to offer seamless experience to its customers and clients. Fluent’s clients include leading companies such as credit sesame, ibotta, Truebill, Skillz, JumpRamp, Sharecare, Shipt, SiriusXm and ABCMouse.com among others.
Fluent’s performance solutions include mobile user acquisition, subscription marketing and call marketing. The Company offers a pay-per-action pricing model as compared to pay-per-click or impression. Using its proprietary web inventory and technology, Fluent provides services such as seamless tracking and attribution, audience monitoring and fraud prevention. The services are targeted towards companies that offer subscription services such as meal kits and book clubs, Streaming services and educational services.
The Company’s data solutions include first-party data generation including attributes such as brand preferences and demographics to create targeted advertising across channels like connected TV, email, and social media.
Key Takeaways
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