Val Morgan launches programmatic advertising, brand refresh and content play

Extends Val Morgan’s advertising reach to more targeted, measurable audiences through programmatic out-of-home advertising

Val Morgan has launched a raft of new initiatives for it advertisers, including a new brand positioning, a digital publishing platform, and programmatic out-of-home (OOH) advertising.

The idea is to extend Val Morgan’s advertising reach to more targeted, measurable audiences.

Val Morgan’s new positioning is ‘Australia’s Attention Destinations’. Director of strategy and marketing of Val Morgan Group, Paul MacGregor, said for 125 years, Val Morgan has delivered advertising messages, content and experiences into destinations where consumers actively choose to spend their time.

“The Val Morgan network is uniquely placed to make advertising more engaging and more impactful - giving brands the attention, they deserve,” he said. “With a network of over 2000 cinema screens across metro and regional areas, Val Morgan offers advertisers unrivalled access to audiences who are primed to pay attention, with cinema proven to deliver greater top of mind awareness than all three leading AV mediums. Our new brand positioning is testament to Val Morgan’s ability to deliver campaigns that deliver strong memorability and drive brand growth.”

Val Morgan Outdoor (VMO) also announced it will formally introduce programmatic out-of-home advertising to Australia in early 2020. The launch will be underpinned by the largest inventory of digital outdoor in Australia.

“VMO is 100 per cent digital with over 12,000 screens across Australia, making the business uniquely placed to pivot to a programmatic marketplace,” VMO managing director, Paul Butler, said.

The launch follows six months of in-market beta-testing with selected clients. Butler said VMO had developed a robust platform designed specifically for programmatic trading, at scale, across all outdoor assets.

“The market is at a tipping point and we expect programmatic trading to account for 5 per cent of VMO revenue within 12 months and to grow rapidly from there," he continued. “VMO’s programmatic approach will usher in a new era of outdoor advertising, delivering clients improved transactional simplicity coupled with superior audience targeting capabilities."

Additionally, VMO is working with independent verification partners to ensure every client campaign is 100 per cent delivered.

“While the ability to better plan, buy and measure is a significant step forward for our industry, what is more exciting is the opportunity it opens for brands to deliver fresh, innovative creative campaigns," Butler commented. 

“Digital out-of-home will become a genuinely dynamic creative opportunity. Take, for example, weather conditions, interest rate announcements or sports results that could trigger relevant brand messages or offers to specific audiences in targeted geographies, all in real time. This represents a quantum leap forward for the outdoor industry."

The company also announced it will launch a new digital publishing platform, The Latch, in early 2020. The Latch is set to provide entertainment, wellness and lifestyle content with a focus on audiences aged over 30.

Recently appointed executive editor of Val Morgan Digital, Amanda Bardas, will lead the team of writers and editors for The Latch.

Val Morgan Digital managing director, Brian Florido, said the division identified a gap for audiences over 30 and The Latch will allow it to speak directly to this increasingly important demographic.

“While The Latch is primarily a digital publishing platform, our editorial and commercial partner content will be shared across Val Morgan’s cinema and outdoor networks, connecting brands to high value audiences where they watch, shop, train and refuel,” Florido said.

In 2018, Val Morgan formed a cross-platform partnership with Fandom dedicated to fans of TV, movies and video games, which now reaches more than 1.4 million 13-29 year olds each month in Australia, with average online dwell times of over 12 minutes.

“This new platform will extend the campaign work we’ve been delivering with Fandom, enabling brands to have richer conversations with their consumers via relevant partnerships, branded content and more immersive experiences,” Florido added.

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