Val Morgan’s 2020 Programmatic Outdoor Push

Tristan Cotterill

At their Upfronts this week, Val Morgan announced that it will bring programmatic outdoor advertising to the Australian market for the first time in early 2020 – as well as announcing a new updated cinema audience measurement tool.

Val Morgan will soon be formally introducing a 12,000 screen-strong OOH programmatic platform to Australian advertisers. VMO managing director Paul Butler said that it has developed the programmatic trading model with six months of in-market beta testing with selected clients.

He told us “VMO’s programmatic approach will usher in a new era of outdoor advertising, delivering clients improved transactional simplicity coupled with superior audience targeting capabilities”.

Programmatic trading is expected to account for 5% of VMO revenue within 12 months of launch.

Val Morgan is also reinventing its CineTAM audience measurement tool, launched back in 2013, as ‘CineTAM Live’.

Guy Burbidge, managing director of Val Morgan Cinema said “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 more than 100 campaigns, cinema delivered greater top of mind awareness, or saliency, per dollar invested, than all three lead audio/visual mediums; 2.6 times more than TV, 2.2 times more than video and 1.6 times more than social. 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.”

Building on CineTAM, this new platform will combine exhibitor ticket sales and de-personalised transactional data with insights from Roy Morgan’s Single Source database.

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