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Val Morgan buys Active Media group to enter into content space

Active Media Group, a company that targets fitness enthusiasts through health clubs, has been acquired by Val Morgan Outdoor in a move that will provide the company with a dedicated content division for the first time.

VMOAMG provides screens to health clubs around Australia, including Fitness First and Goodlife Health Clubs, and also delivers dedicated content.

VMO’s managing director Anthony Deeble said that the acquisition was a major diversification for the company’s portfolio.

“I’m delighted to have acquired a forward-thinking, multi-media business that engages traditionally hard-to-reach, high-value audiences in the premium, health and wellbeing category,” Deeble said.

“This strategic acquisition also marks the differentiation of our portfolio. We are transforming from a purely DOOH business to one with a digital content and publishing arm, and that’s very exciting.”

Val Morgan will merge the business into its portfolio and rebrand it as VMO Active, aligning it with VMO’s other networks in shopping centres, petrol stations and and office towers, with plans to grow to 10,000 screens.

The move gives VMO a content arm and also adds Australia’s highest-circulating fitness magazine to the business.

“This acquisition strengthens our position as Australia’s leading dynamic Digital Outdoor business. VMO Active, instantly adds over 4,000 digital screens in capital cities to our footprint and offers a unique audience engagement opportunity for advertisers,” Deeble said.

“Traditional media’s challenge with fragmenting audiences is unique opportunities for DOOH businesses, converging DOOH with content platforms for the first time.”

Val Morgan acquired the business from private equity group Oaktree Capital, which owns Fitness First.

Terms of the deal were not disclosed.

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