Val Morgan kicked off its ValFronts 2025 roadshow in Sydney this week, rolling out two new group data solutions – Validate and Category Entry Packs – it promises will sharpen its audience targeting game.
Validate is a first-of-its-kind data platform combining audience insights from Val Morgan Cinema, VMO, and Val Morgan Digital, now supercharged with consumer data from hundreds of categories and brands. Layered with location and movement analytics, it gives advertisers unprecedented precision in targeting and measurement.
Clients can now track high-value audiences across all three channels simultaneously, with tools for cross-channel optimisation, sales attribution, and market share uplift – bringing sharper insights and stronger results.
Managing director of VMO, Paul Butler, commented on the launch of Validate, claiming that Val Morgan is the only media group in ANZ offering a solution as robust as Validate: “No other media partner can seamlessly attribute offline and online, in-home & out-of-home, and content and commerce, not just for individual brands, but the competitors within their category.
Paul Butler, Managing Director of VMO.
“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.
Val Morgan will also launch Category Entry Packs, a new and innovative way for clients to target audiences across the group.
For nearly a decade, marketers have used Category Entry Points (CEPs) to hit consumers at peak decision-making moments. Now, Val Morgan claims it’s making it easier with Category Entry Packs.
Brands can now buy against CEPs with prepackaged campaign packs for convenience or opt for a custom-built approach for more flexibility. The company says it’s all about smarter targeting, simplified.
“Category Entry Packs enable more precise targeting and messaging while cutting wastage for brands,” said Guy Burbidge, Managing director of Val Morgan Cinema.
Brian Florido, Managing Director of Val Morgan Digital.
“We’re consistently innovating and seeking new ways to deliver maximum value across the group for our partners. The launch of our Category Entry Packs forms part of that, because we know how important they are for driving brand growth,” Burbidge added.
Managing director of Val Morgan Digital, Brian Florido, added: “Our unique mix of channels across local communities, shopping centres, health clubs, cinemas, and online via our 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.”
Validate and Category Entry Packs will release later this year.
Pictured: The Val Morgan team