VMO appoints Braden Clarke as programmatic director to lead digital offering.

Val Morgan Outdoor (VMO) has appointed digital media expert Braden Clarke as its new programmatic director, leading the business in its focus on digital and programmatic.

The new digital out-of-home (DOOH) offering for the company aims to transform ad trading in the industry.

Clarke will oversee the roll-out of VMO’s programmatic platform to advertisers nationally. The marketplace has been designed for programmatic trading at scale, providing brands with access to more than 12,000 digital screens across Australia.

100% of VMO’s screens will be available in real time, giving the company the largest volume of digital outdoor inventory in Australia available for programmatic trading, the company said.

VMO managing director Paul Butler said Clarke brought more than 10 years of experience to the role.

“Braden is one of Australia’s most experienced advertising technology specialists with a real passion for programmatic,” said Butler.

“With more than 10 years of industry experience and having previously led an audience solutions and automated trading team, Braden is perfectly positioned to keep the business at the forefront of emerging technology and client solutions.”

Clarke joins after 10 years with REA Group, parent company of realestate.com.au, where he developed and delivered programmatic advertising solutions for some of Australia’s leading brands and agencies.

He said he was delighted to be making the move to VMO at such a pivotal time for programmatic DOOH.

“Automating DOOH transactions transforms trading efficiencies and targeting capabilities for media owners, agencies and advertisers alike. It simplifies the processes of determining available inventory, applying pricing rules, activating audience targeting and scheduling campaign delivery.

“I’m really looking forward to bringing my knowledge to a business that’s ideally positioned to bring the benefits of automated trading to the out-of-home channel,” Clarke said.