Val Morgan announces programmatic platform and new group position for 2020

Val Morgan is leading into the new decade with a new positioning – Australia’s Attention Destinations – and a new programmatic outdoor offering.

Using the largest digital outdoor inventory in Australia, Val Morgan Outdoor (VMO) has announced it will introduce programmatic in early 2020.

Managing director Paul Butler said the company has been beta testing the offering for months in preparation for launch.

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

“Following 6 months of in-market beta-testing with selected clients, VMO has developed a robust platform designed specifically for programmatic trading, at scale, across all our outdoor assets.”

“The market is at a tipping point and we expect programmatic trading to account for 5% of VMO revenue within 12 months and to grow rapidly from there.”

VMO is also working with ‘independent verification partners’ to ensure client campaigns are 100% delivered.

Alongside the new programmatic offering, Val Morgan launched a new positioning at its upfronts event – Australia’s Attention Destinations.

Director of strategy and marketing, Paul MacGregor, said the new positioning speaks to the work Val Morgan has been doing for 125 years.

“For 125 years, Val Morgan has delivered advertising messages, content and experiences into destinations where consumers actively choose to spend their time,” said MacGregor.

“Whether it be a cinematic experience, being entertained as they burn a few calories, while they shop and refuel, or binge on the latest fan inspired news, the Val Morgan network is uniquely placed to make advertising more engaging and more impactful – giving brands the attention they deserve.

“Val Morgan will continue to invest in delivering the most advanced digital screen network in Australia in 2020, and beyond. Combine that with some of the best content on the planet and you have a truly powerful proposition for advertisers across Australia’s Attention Destinations,” he said.

Val Morgan will make cinema more comparable to other media forms in 2020

The upfronts event also saw Val Morgan announced the expansion of the CineTAM measurement platform for its cinema arm. It will become CineTAM Live, providing partners with accessible cinema audience data, including detailed demographic, product, attitudinal, helix and segmentation data in ‘near real time’.

Val Morgan managing director, Guy Burbidge, said cinemas deliver greater recall and resonance for audiences than any other AV channel.

“Cinema is known for attracting highly receptive and attentive audiences and recent findings from data and insights consultancy, Kantar, backs this up. In data aggregated from over 100 campaigns, cinema delivered greater top of mind awareness, or saliency, per dollar invested, than all three lead AV mediums; 2.6 times more than TV, 2.2 times more than video and 1.6 times more than social,” Burbidge said.

“In 2019 we’ve seen significant box office audience growth, in particular the notoriously hard-to-reach under 30 demographic has grown at an impressive 10% YOY.”

Burbidge said Val Morgan will be looking to better align itself to TV audience delivery and TARP equivalents for easier cross-media comparisons and analysis.


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