Cinema sales house Val Morgan creates Brandfit in bid to widen media options
Cinema company Val Morgan is to create a department aimed at selling marketing opportunities beyond onscreen ads. It will also attempt to create alliances with other media owners.
The creation of Brandfit is one of the first moves by new CEO Damian Keogh, who has begun the search for a GM to run the unit.
Keogh
Keogh left pay TV sales house MCN to run Val Morgan in May.
Keogh said in his announcement: “Cinema provides advertisers with a range of opportunities that go beyond the power of the screen. Our newly constructed Brandfit division will deliver turnkey solutions to advertisers including: experiential marketing, in-foyer promotions, product sampling, digital in-foyer advertising signage and integration with our retail media network in over 100 shopping centres.”
He added: “I am also keen to partner other media sales companies where relevant, to create greater scale around the solutions we can provide to advertisers. The local, captive and destination based nature of cinema provides a powerful platform for marketers to reach a highly valuable audience and works well in conjunction with multi media strategies.”
Val Morgan Cinema Network (Val Morgan) is Australia and New Zealand’s leading national supplier of screen advertising covering over 2,000 screens. This presents advertisers with a seamless network of cinema locations, providing complete coverage across metro, regional and country areas, including mainstream and art-house audiences.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Good luck! For years Val Morgan has over priced and crammed more ads in the lead up to a movie than, Channel 7, 9 and 10 combined. I challenge any one to remember any of the ads when they walk out of the movie and any advertiser to say they got value from their investment..
User ID not verified.