L-R: Paul MacGregor, Brian Florido, Geoff Cochrane, Paul Butler, Georgia Cerutti, Jemima Withinshaw, Amanda Bardas, Toyah Elder, Jo Scott, Paul Butler, Guy Burbidge.
Val Morgan has unveiled two new group solutions—Validate and Category Entry Packs — expanding its portfolio of group data and targeting products.
Announced at the company's upfront roadshow ‘ValFronts 2025’ in Sydney this morning, Validate will combine the power of Val Morgan Cinema, VMO and Val Morgan Digital’s existing channel audience measurement platforms with extensive new consumer data sets across hundreds of categories and brands, all overlayed with location and movement data.
Validate will enable clients to target and report against high-value audiences across a breadth of product categories simultaneously across the three Val Morgan channels, and facilitate brands to access cross- channel optimisation, sales attribution and market share uplift.
VMO MD Paul Butler said 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.
“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," he said.
For nearly a decade, brand marketers and media planners have been using Category Entry Points (CEPs) to enhance campaign effectiveness by strategically concentrating activity on the moments of highest consumer receptivity.
In response, Val Morgan created Category Entry Packs, which enable brands to buy against CEPs witheither the ease of prepackaged campaign packs, or the flexibility of building their own.
Val Morgan Cinema MD Guy Burbidge said Category Entry Packs not only allow for more meaningful targeting and messaging, but also significantly reduce wastage for brands,”
“We're consistently innovating and seeking new ways to deliver maximum value across the group for our partners and the launch of our Category Entry Packs forms part of that, because we know how important they are for driving brand growth," he said.
Val Morgan Digital MD Brian Florido said the unique mix of channels across local communities, shopping centres, health clubs, cinemas, and online via 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," he said.
Validate and Category Entry Packs will release later this year.
The ValFronts roadshow is making its way across Victoria, Queensland, Adelaide and Perth in the coming weeks.
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