VMO acquires Active Media Group
VMO announces the acquisition of Active Media Group (AMG) – the premium multi-media business representing Fitness First Australia, Goodlife Health Clubs and more. VMO’s strategic acquisition confirms plans to deliver 10,000 digital screens over the coming months and signifies the diversification of the portfolio.
VMO extends into the highly sought after health and fitness segment now offering advertisers a multi-asset media portfolio that reaches in demand audiences across key everyday life settings.
VMO’s Managing Director Anthony Deeble says, “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. 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.”
The sale of AMG comes from private equity group Oaktree Capital, owners of Fitness First Australia. AMG operates in Fitness First Australia and Goodlife Health Clubs with assets that include a digital screen network, Fitness First magazine and website as well as an experiential division.
Fitness First Australia’s Managing Director, Pete Manuel’s says, “We are excited for Active Media Group to become part of such a progressive company. VMO’s broad reach and innovative use of technology makes them one of the leading media groups in the country, able to take AMG from strength to strength.”
CEO of Goodlife Health Clubs Greg Oliver adds, “Goodlife welcomes VMO’s ownership of AMG. The new partnership with VMO poses opportunities for us to leverage their expertise in Digital Out-of-Home and strengthen our digital innovation offer.
Active Media Group will immediately merge into the VMO portfolio and become known as VMO Active. VMO operates networks in shopping centres, petrol stations, office towers and now health and fitness environments. It will also manage an online content portfolio and Australia’s highest circulating health and fitness magazine.
Deeble adds, “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.”
VMO Active’s content platform will provide advertisers with greater amplification opportunities by connecting Digital Outdoor environments with a multi-channel content offering.
Deeble adds, “Traditional media’s challenge with fragmenting audiences is providing unique opportunities for DOOH businesses, converging DOOH with content platforms for the first time.”
“We are really excited about the audience engagement possibilities that a first-class content publisher will offer VMO and look forward to innovating more as our business continues to evolve.”