Information on the Target

Vici Media Inc. is a prominent provider of white-label digital marketing and advertising solutions, founded in April 2014 in Philadelphia. The company specializes in a multi-platform approach to digital marketing, offering a comprehensive range of services including sales training, media planning, online ad buying, reporting, and campaign optimization. Vici partners with traditional local media companies and independent agencies nationwide, facilitating their ability to deliver robust digital marketing products and services to small and mid-sized local businesses.

Under the leadership of founder and Managing Partner Todd Schumacher, along with Chief Operating Officer Megan Malone and founding partner Leslye Schumacher, Vici has built an impressive reputation since its inception. The company's commitment to assisting its partners in extending digital advertising services has contributed significantly to its growth trajectory over the last decade.

Industry Overview in the Target’s Specific Country

The digital marketing and advertising industry in the United States has witnessed substantial growth, propelled by the rising trend of online consumer engagement and the ongoing evolution of technology. The increased reliance on digital channels for marketing efforts has led businesses to seek sophisticated and comprehensive advertising solutions, which have become essential for reaching target audiences effectively.

In recent years, there has been significant advancement in strategies such as programmatic advertising, which automates the buying and selling of online ads. This disruption has fostered innovation within the industry, allowing companies like Vici to offer advanced solutions that incorporate behavioral targeting, artificial intelligence, and data-driven decision-making.

The small and mid-sized business segment continues to expand its share within the digital marketing landscape, presenting unique opportunities for providers. As these businesses increasingly recognize the necessity of digital marketing, they seek trusted partners who can deliver high-quality, scalable solutions.

The collaboration between digital firms and local media companies has proven to be instrumental in meeting the diverse needs of these businesses. By offering white-label solutions, Vici supports its partners in delivering tailored services, further enhancing their competitive advantage in an evolving market.

The Rationale Behind the Deal

The strategic investment by Rockbridge Growth Equity in Vici Media underscores the firm's commitment to developing a comprehensive digital media platform. Rockbridge aims to capitalize on Vici's solid foundation and reputation for innovation and customer service to drive further growth. By investing in product expansion and innovation, Rockbridge seeks to create a market leader capable of delivering enhanced digital marketing solutions.

The firm further recognizes the potential for inorganic growth by pursuing strategic acquisitions within the industry, positioning Vici as a distinctive platform that can accommodate both current and future partners. This multifaceted growth strategy is anticipated to elevate Vici's operational capabilities and market reach.

Information About the Investor

Rockbridge Growth Equity, founded in 2007, is a middle-market private equity firm dedicated to fostering growth and creating long-term value for its portfolio companies. The firm leverages its unique partnership approach, combining financial investment with strategic collaboration to help companies reach their full potential. As of year-end 2023, Rockbridge has regulatory assets under management exceeding $1.7 billion, focusing on sectors including e-Commerce, Financial Services, Tech-Enabled Products, and Digital Media.

Rockbridge's strategic alliance with the Rock Family of Companies enables it to tap into valuable expertise across various industries, thereby enhancing the growth prospects of its investments. With a proven track record and a strategic vision, Rockbridge is well-positioned to support Vici's future growth initiatives.

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The investment made by Rockbridge Growth Equity in Vici Media appears to be a promising opportunity within the digital marketing sector. Vici's well-established presence and its ability to provide white-label solutions through a multi-platform approach positions it favorably in a growing market.

Moreover, the collaboration between Rockbridge and Vici's existing leadership promises to fortify Vici’s operational capabilities by integrating additional resources and expertise, facilitating the expansion of their product offerings. This relationship could significantly enhance Vici’s scalability and market competitiveness.

Given the rapid evolution of the digital landscape and the growing importance of digital marketing for small and mid-sized businesses, Rockbridge's strategic move is timely. The anticipated focus on innovation and expansion aligns well with market needs, making Vici a potential frontrunner for driving digital advertising solutions in its niche.

In conclusion, the partnership could not only solidify Vici's current market position but also create new opportunities for growth, confirming that this investment has the potential to yield substantial returns.

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