Mporium Group launches new performance-led trading division

Event-driven technology firm Mporium Group announced the launch of its performance-led trading division ‘MporiumX’ on Friday.

The AIM-traded company said the new division would use its proprietary ‘IMPACT’ technology to drive digital advertising campaigns, on a pay-for-performance basis.

It said that was a different model to that which Mporium had traditionally followed, which was a percentage of spend under management or license, and was “well-suited” to deliver on well-defined direct response marketing targets.

MporiumX was designed to address a large market opportunity across different geographies and verticals, due to the potential for the model to significantly shorten new business and revenue generation lead times, the board explained.

It said MporiumX would have the mandate to operate both directly with brands, and via affiliate networks.

The pay-for-performance model should allow Mporium's earnings to more accurately reflect the high level of performance increase that the group claimed it was delivering for its clients.

MporiumX would be led by advertising industry veteran Thomas J Smith/

The group was apparently in “advanced discussions” with several organisations regarding MporiumX, including a number in the consumer regulation, price comparison, house building, sports rights and gambling sectors.

“We are delighted to announce the launch of MporiumX, which represents an important development in the evolution of Mporium's overall business model,” said Mporium chief executive Nelius De Groot.

“MporiumX will focus on a range of high-growth industry verticals that operate on a pay-for-performance basis, with IMPACT providing a key competitive advantage.

“We are extremely fortunate to have a leader of Tom's experience and industry standing to lead this division and are excited by the opportunity we see to grow MporiumX's customer base.”