RE: Quality of audience5 May 2020 17:41
Thanks Vectran. I agree that the levels of growth in BBSN at present are very impressive.
I’m afraid I think you are getting it a bit wrong with how BBSN are remunerated for their online content though. Your discussion about engagement rates is true for a lot of types of online advertising, but not the video type that BBSN specialise in. For static ads, engagement is a big factor, but I’m afraid the calculation is not engagement / total views, like you said. It is a factor of views and engagement combined, so either or both going up would have a positive impact. Your calculation would see remuneration go down as total views go up, which isn’t the case.
The remuneration for video ads (e.g. those playing before, during or after an online video) is a bit different. It’s has a direct correlation to viewing numbers and view times of the content video, both of which BBSN have shown to be increasing dramatically. The engagement in the advert is much less of a factor. Viewers only have to watch the video ad for BBSN to get paid. They will get paid more if the viewer clicks on it, but the majority of remuneration is just for them watching it, in the same way that TV adverts work.
So I’m afraid my own view is that your analysis into engagement rates is not as appropriate for BBSN, and the impressive increases in viewing numbers and times is instead what investors should be focusing on. These should have a very positive impact on BBSNs revenues and profits going forward, but to what degree is anyone’s guess at the moment. For what it’s worth, I’m impressed with your desire to look into it more and try to work it out, but I’m not sure engagement rates will help you too much. The viewing numbers and times should be a better guide, and the rates of growth BBSN are showing in them do allow for a bit of blue sky thinking, so it’s looking very positive at the moment for investors.
Sorry for such a rambling message. A bit rushed at the moment. If you’re holding here then I think you will do well. We should see a steady rise towards H1 results RNS in the summer, which will hopefully surprise us all. It seems to be shaping up to do so very nicely so far...