VMO launches 12,000 screen programmatic platform
Val Morgan Outdoor (VMO) has announced it will formally introduce programmatic out-of-home advertising to Australia in early 2020. The launch will be underpinned by the largest inventory of digital outdoor in Australia.
“VMO is 100% digital with over 12,000 screens across Australia, making the business uniquely placed to pivot to a programmatic marketplace,” Paul Butler, Managing Director, VMO, said.
“Following 6 months of in-market beta-testing with selected clients, VMO has developed a robust platform designed specifically for programmatic trading, at scale, across all our outdoor assets.”
“The market is at a tipping point and we expect programmatic trading to account for 5% of VMO revenue within 12 months and to grow rapidly from there.”
“VMO’s programmatic approach will usher in a new era of outdoor advertising, delivering clients improved transactional simplicity coupled with superior audience targeting capabilities,” Mr Butler said.
Additionally, VMO is working with independent verification partners to ensure every client campaign is 100% delivered. VMO believes this further strengthens its position as the most trusted and transparent out-of-home network in Australia.
“We will have a dedicated team in place to push the boundaries on programmatic campaign solutions in early 2020.”
“Whilst the ability to better plan, buy and measure is a significant step forward for our industry, what is more exciting is the opportunity it opens for brands to deliver fresh, innovative creative campaigns.”
“Digital out-of-home will become a genuinely dynamic creative opportunity. Take, for example, weather conditions, interest rate announcements or sports results that could trigger relevant brand messages or offers to specific audiences in targeted geographies, all in real time. This represents a quantum leap forward for the outdoor industry,” Mr Butler said.
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For further information contact:
Agnes Peri, Senior Marketing Manager | Val Morgan & VMO
T: 02 8113 5666