Val Morgan Outdoor rebrands as VMO ahead of expansion push in Australia and New Zealand

VMOOutdoor digital advertising player Val Morgan Outdoor has announced it is rebranding as VMO, ahead of a what it says is a major expansion push in both Australia and New Zealand.

VMO operates some 650 outdoor digital sites across the country and has also rebranded its various verticals with its retail business becoming VMO shop, petrol station business Pump TV becoming VMO on-the-go, an innovation lab branded VMO Lab and launching a new workplace business VMO work which launched in New Zealand this week.

“We are repositioning ourselves in a way that we are preparing for the next evolution of our business and the opportunities ahead,” Anthony Deeble managing director of VMO told Mumbrella, noting the plan was to expand to more than 1000 locations by year end. 

“We think it’s an opportunity for us to simplify the business and to better communications with our clients and brands.”


Deeble: rebrand is part of an evolution.

Deeble argued to the repositioning was important in order to better communicate to clients the various product offerings available.

“We have positioned the business in such a way that each of the verticals communicate better what our focus is,” he said.

“We have also repositioned the brand in a more contemporary way to capture our passion for digital outdoor.

“On Tuesday we launched VMO work in the New Zealand market, which is a premium working environment network: 250 screens that we are rolling out over the calendar year – that will be an important business in that market it is space we will do a lot more with.

“While the old Pump TV network is being replaced by VMO on-the-go.”


The PumpTV network will rebrand as VMO on-the-go.

The VMO boss said it was all part of a strategy to expand its scale and capture the growing marketer demand in the outdoor space.

“This year we will grow our network out to 1000 locations with 5000 digital screens. We have a large expansion program under way,” he said.

“We are presently at some 650 locations nationally. Currently we have 380 shopping centres and that will become 430 in the calendar year, and our petrol business is in 350 locations and that will grow out to more than 500 locations.

“That gives a sense of the scale of those units… Our relaunch is critically timed to support category and company growth, and to prepare the business for further expansion.’

Hoyts Group CEO, Damian Keogh, said in a statement: “VMO has grown tremendously since joining The Hoyts Group in 2008”.

“It now includes more products and services that cover more Out of Home categories. It is a significant player in Digital Outdoor. It’s time for them to evolve the brand to reflect the business.”

Nic Christensen


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