TORONTO — Blue Ant Media today announced it has acquired Canadian digital publisher MobileSyrup, known for its daily news coverage of the mobile technology industry as well as reviews of smartphones, gaming, wearables, tablets, automotive, audio and smart home technology.
The acquisition is part of Blue Ant Media’s strategy to grow and diversify its Canadian business, by adding new platforms and content genres, and helps to diversify the company’s advertising products, says Blue Ant’s press release. MobileSyrup is joining Blue Ant Media’s roster of digital brands, which includes Cottage Life and Animalogic, and the company’s sales partnerships with Obox (French) and Enthusiast Gaming.
Launched in 2007, MobileSyrup’s Canadian audience comprises two million unique visitors monthly, primarily in the male 25-49 demographic, says the release. Blue Ant already had a partnership with MobileSyrup, helping move its ad inventory.
“MobileSyrup is special because its audience is 90% Canadian and 100% organic. This is rare with successful digital brands as they are usually global, which can affect how relevant the content is for audiences in different markets. The publication’s distinct Canadian voice comes through in all of its editorial and readers expect to find the latest product news and reviews for our market,” said Mitch Dent, senior vice-president of media sales and branded content at Blue Ant Media, in the release. “We see enormous potential in this business and feel that Blue Ant’s multi-platform experience will ultimately bolster MobileSyrup’s offering, bringing a premium opportunity for advertisers to tap into a hyper-engaged, Canadian audience in the mobile and technology space.”
“The online publication will build from its strong foundation and continue to dominate the Canadian market,” added Ian Hardy, MobileSyrup’s publisher. “Our readers are passionate about technology and will be excited about this next phase.”
