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Bright Mountain Media, Inc.  (BMAQ)
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    Sector  Technology    Industry Software & Programming
 
   Industry Software & Programming
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Bright Mountain Media, Inc.

Business Description


Historically we have operated as a digital media holding company for online assets primarily targeted to the military and public safety sectors. We are dedicated to providing “those that keep us safe” places to go online where they can do everything from staying current on news and events affecting them, look for jobs, share information, communicate with the public, and purchase products. In addition to our corporate website, we own and/or manage 25 websites which are customized to provide our niche users, including active, reserve and retired military, law enforcement, first responders and other public safety employees with products, information and news that we believe may be of interest to them. We also own an ad network, Daily Engage Media, which was acquired in September 2017. We have placed a particular emphasis on providing quality content on our websites to drive traffic increases. Our websites feature timely, proprietary and aggregated content covering current events and a variety of additional subjects targeted to the specific demographics of the individual website. Our business strategy requires us to continue to provide this quality content to our niche markets and to grow our business, operations and revenues both organically and through acquisitions.

While we have had significant losses (a significant part of which was non-cash) since inception, these losses were anticipated and tied to the strategy described herein. We have invested in our infrastructure and acquisitions and placed an emphasis on providing quality content on our websites necessary to drive traffic to our websites. With the acquisition of Daily Engage Media and the recent completion of its RTB (real time bidding) exchange platform, we intend to launch the Bright Mountain Media Ad Exchange Network in the third quarter of 2018. This will advance our transition to a digital media company. We believe that with these actions our business, results of operations and financial condition will be positively impacted.

Subject to the availability of sufficient working capital, we expect to complete the development of the ad exchange platform that Daily Engage Media has under development and utilize that technology for the basis of launching our Bright Mountain Media Ad Exchange Network. Our Bright Mountain Media Ad Exchange Network will be a trading desk for publishers and advertisers where they will be able to login and choose from various features to maximize their earning potential. Publishers will be able to select a variety of ad units for their video, mobile, display and native advertisements and have the ability to create their own unique ad formats. Advertisers will be able to choose where their ads will be seen using our filters or by connection directly with the publisher through our platform.

This new platform is expected to have a significant impact on our revenues and its capabilities will include:

server integration with several ad exchanges, making for extremely quick ad deployments;

leading targeting technology, allowing advertisers to pinpoint their marketing efforts to reach the military-public safety demographic across mobile, tablet, and desktop;

capable of handling any ad format, including video, display, and native ads; and

ad serving and self-service features for publishers and advertisers.

The Bright Mountain Media Ad Exchange Network will be a custom-built platform, which will be user friendly for both the publisher and the advertiser. It will have technology that will allow ads to be served at the highest speeds in the industry and the ability to precisely geo target the area the ads will be shown.

We believe that the acquisition of Daily Engage Media and the development of the ad exchange network has and will have the following benefits:

allow us to immediately begin selling advertising to the thousands of other publishers (websites) in our military-public safety demographic;

disrupt the digital market for military-public safety audiences and advertisers by being the first vertically integrated publisher/ad network in our demographic; and

place us into the position as the only fully integrated digital business that serves the publisher, ad network, ad exchange and e-commerce needs of the military-public safety demographic.

The key components of the Bright Mountain Media Ad Exchange Network are expected to include:

the sale of all digital advertising inventory on Bright Mountain Media owned websites directly to brands and advertisers, as well as on ad exchanges which are online marketplaces where digital advertising spaces are bought and sold;

the sale of digital advertising inventory from similar web properties not owned by us directly to brands, advertisers and ad exchanges for which we will receive a commission;

software that will facilitate the sale of ad inventory as well as software that will deliver the paid-for advertising to all websites within the Bright Mountain Media Ad Exchange Network;

the ability to leverage our combined audience size in the Bright Mountain Media Ad Exchange Network to command higher paying advertising across our network of web properties;

the eventual expansion to represent websites beyond our initial niche scope to include broader male demographic segments; and

expansion of “our heroes” demographic to include all men aged 18 to 50.

We believe that the combination of our owned websites’ ad inventory with an ever-growing ad inventory from websites which we represent will uniquely position our company as the largest single source for brands and advertisers to reach these desired ‘hero’ audiences.

The Bright Mountain Media Ad Exchange Network, a programmatic and directly sold advertising network, is a key element to our strategy. The Ad Network will allow us to substantially increase the size of our audience within our niche demographic that can be sold to advertisers and brands. Programmatic advertising networks are designed to help marketers and their agencies connect with consumers through digital media at moments when that connection is most likely to be influential and most likely to achieve the advertiser’s objectives. Programmatic buying is the automated purchase of digital advertising inventory through a combination of machine-based transactions, data and algorithms. RTB, a subset of programmatic buying, is the real-time purchase and sale of advertising inventory on an impression-by-impression basis on ad exchanges. Programmatic buying and RTB are emerging and growing trends in the buying and selling of digital advertising inventory. The recognition by advertisers that an increased use of programmatic buying and RTB systems may constitute an effective way to achieve their campaign goals and cost savings, and the recognition by digital media property owners that they may achieve greater returns from an increased use of programmatic buying and RTB systems may prove beneficial to us. Daily Engage Media has just launched an RTB platform.

The Bright Mountain Media Ad Exchange Network is expected to market all the Bright Mountain Media owned advertising inventory together with similar websites in our demographic. We believe this strategy will create scale to attract interest from potential brands and advertisers, advertising networks and advertising exchanges. Simply put, the programmatic nature of this network will allow for:

first, selling the advertising inventory in real time at the highest possible price;

second, the program will interact with all the publishers in the Bright Mountain Media Ad Exchange Network reporting impressions, ad fill rates, CPMs, click through rates, and estimated revenue; and

third, we plan to incorporate into this software a platform where advertisers can directly make purchases on the Bright Mountain Media Ad Exchange Network.

To implement this strategy, subject to the availability of sufficient capital we intend to:

accelerate the growth of the Daily Engage Media acquisition;

achieve a dominant market share of our ‘heroes’ and young male audience segments in order to be a single source for advertisers and brands to connect them all;

add IT, administration, sales support and advertising operation personnel; and

acquire additional websites and improve existing websites.

Currently, in addition to our corporate website, www.brightmountainmedia.com, we own the following website properties which we have acquired or developed since 2013:

Advertisetothemilitary.com

Leoaffairs.com

BlackHelmetApparel.com

Militaryhousingrentals.com

Bootcamp4me.com

Militarystarter.com

Bootcamp4me.org

Popularmilitary.com

Brightwatches.com

Sargeslist.com

BrightMountainMedia.com

Thebrightnetwork.com

Coastguardnews.com

Thebright.com

Fdcareers.com

Thebrightmail.com

Thebravestonline.com

Usmclife.com

Firefightingnews.com

Wardocumentaryfilms.com

Gopoliceblotter.com

Warisboring.com

JQPublicblog.com

Welcomehomeblog.com

We also partner with four parties on five additional websites, havokjournal.com, Article107News.com, 24HourCampFire.com, and yuuut.com, under revenue sharing arrangements.

BrightWatches.com, BlackHelmet.com and GoPoliceBlotter.com are web-based “stores” where shoppers can purchase a variety of products including watches, clocks, apparel and accessories. We maintain an inventory of watches and clocks. The proprietary Black Helmet Apparel product line of clothing and accessories features designs that are hand drawn, unique and relay the fearless side of firefighting, including:

T-shirts

jackets

sweatshirts

drinkware

wallets

knives

hats

jewelry, including bracelets, earrings and pendants

decals and patches

phone accessories

sunglasses

backpacks

We sell these products through various distribution portals, which include Amazon and eBay, and through direct sales.

   

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