‘Driving every dollar towards attribution and growth’: Val Morgan unveils improved advertising suite

February 7, 2025 1:17

Advertising network Val Morgan has announced the launch of Validate and Category Entry Packs – two group targeting and data solutions for its catalogue.

The network unveiled its newest products at its ‘ValFronts 2025’ roadshow in Sydney during the week.

Validate is designed to consolidate VMO, Val Morgan Cinema, and the channel audience measurement platforms found in Val Morgan Digital with fresh consumer data covering a large number of brands and categories, in addition to movement and location data.

Overall, the solution will help “clients to target and report against high-value audiences across a breadth of product categories simultaneously across the three Val Morgan channels” – making it easier for brands to better leverage their sales attribution, market share uplift and cross-channel optimisation efforts.

“No other media partner can seamlessly attribute offline and online, in-home and out-of-home, and content and commerce, not just for individual brands, but the competitors within their category,” said VMO managing director, Paul Butler.

“Launching Validate demonstrates our commitment across the group to continue driving real results for brands and maximise their ROI by driving every dollar towards attribution and growth.”

Credit: Val Morgan. (L-R): Paul MacGregor, Brian Florido, Geoff Cochrane, Paul Butler, Georgia Cerutti, Jemima Withinshaw, Amanda Bardas, Toyah Elder, Jo Scott, Paul Butler, Guy Burbidge

Meanwhile, Category Entry Packs is meant to support clients wanting “to target audiences across the group”.

It was developed in response to the status quo of media planners and brand marketers making use of Category Entry Points (CEPs) to improve the effectiveness of their campaigns. With Category Entry Packs, brands are now able “to buy against CEPs with either the ease of prepackaged campaign packs, or [use] the flexibility of building their own”.

According to Val Morgan Cinema’s managing director, Guy Burbidge, Category Entry Packs provides brands with the ability to reach and engage audiences with more relevant messaging and targeting moves.

“Category Entry Packs allow for more meaningful targeting and messaging, they also significantly reduce wastage for brands,” said Burbridge.

“We’re consistently innovating and seeking new ways to deliver maximum value across the group for our partners. The launch of our Category Entry Packs forms part of that, because we know how important they are for driving brand growth.”

Val Morgan Digital’s managing director, Brian Florido, added: “Our unique mix of channels across local communities, shopping centres, health clubs, cinemas, and online via our digital communities across The Latch, POPSUGAR, BuzzFeed, Tasty, LADbible and Fandom creates a unique opportunity for brands to be present at moments of highest consumer receptivity.

“The introduction of our Category Entry Packs will be game changing for brands.”

Both Category Entry Packs and Validate are scheduled to roll out this year.