Val Morgan Digital will represent LADbible Group in Australia and New Zealand under a five-year commercial partnership starting January.
Youth publisher LADbible last month announced it was planning to run editorial from the UK and appoint a local commercial agent.
The LADbible Group sales and strategy teams will now integrate with the Val Morgan Digital team.
The addition of LADbible brands means Val Morgan Digital will expand its reach to 7.36 million people, a third of the total internet population in Australia. The growth also cements Val Morgan Digital as the largest online media publisher in the country for 14-39 year-olds, according to IPSOS Iris.
Brian Florido, Managing Director of Val Morgan Digital, says the partnership marks a significant step forward in the journey at Val Morgan Digital as the home of youth media in Australia.
"It continues to fuel our mission to be the number one APAC digital publisher for the 14-39 demographic," he says.
"Excitingly, we’ve also opened the door to sport, with the addition of SPORTbible Australia which will position us as a social leader in one of the biggest passion points for young Aussies.”
Florido also spoke to the cross-media opportunities for LADbible Group clients.
“We’re in a unique position to have two sister brands, Val Morgan Cinema and VMO that allow brands to connect with audiences beyond the URL and into cinema environments, retail, health and wellness clubs, petro and convenience and office towers. We’re excited to seamlessly open this door for LADbible Group clients," he says.
Solly Solomou, CEO of LADbible Group, says the partnership with Val Morgan Digital will unlock further opportunities and provide our existing and new clients with a best in class commercial and creative offering.
Amanda Bardas, Publisher of Val Morgan Digital, says the partnership enhances building a network for people to
explore their shared passions.
"We’re excited to welcome the LADbible Group suite of brands and the team where we’ll continue creating vibrant Australian centric content," she says.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.