Update from Downing micro cap19 Feb 2021 12:45
DIGITALBOX is a £7 million market cap digital media publisher with a platform optimised for
mobile viewing – the fastest growing medium for online content consumption. The company
monetises three titles, Entertainment Daily, the Daily Mash, and now, The Tab, which was
purchased in October last year.
Digitalbox utilises a programmatic ad stack to monetise its titles – that is an automated process
for matching supply and demand of advertising inventory. Programmatic advertising is the way
the industry has headed online as it allows for more targeted ads based on a user’s browsing
history in real time. What we specifically like about Digitalbox’s model is its targeted nature, i.e.
The Tab caters specifically towards the student market where we think it should generate
specific marketing responses and create a high value niche. The other aspect we like is its cost-
conscious approach to creating content which allows it to generate attractive margins even at
relatively low scale.
We view Digitalbox’s value creation opportunity across two buckets. Organically, we see scope
to continuously improve title monetisation. As an example, we think that Entertainment Daily
can generate around £12 of revenue per 1,000 sessions, compared with The Tab at only £3-4
pre-acquisition, despite having broadly similar content length. Combining improving
monetisation with a largely fixed cost base leads to rapidly improved earnings and we think that
The Tab can go from an EBITDA loss making business, to EBITDA profitable in the twelve months
post-Digitalbox’s acquisition. Inorganically, the opportunity is to continue to consolidate under-
monetised titles and improve their earnings. There are a plethora of opportunities which have
lacked investment to move online in the transition from print media, and Digitalbox is well
capitalised to take advantage of these.
Ultimately, we expect to crystalise value from our £1.2 million investment in Digitalbox through
a trade sale. We view the recent board shuffle as positive in this regard with Marcus Rich having
been appointed Chairman in early February. Marcus was previously Chief Executive of TI Media
where he led the sale of NME.com to Bandlab Technologies and ultimately oversaw the
company’s sale to Future plc.