Val Morgan has major plans for 2020, launching programmatic trading for digital outdoor, a CineTAM Live metric and a new digital publishing platform, The Latch.

Publishing

Launching in January at thelatch.com.au, The Latch will curate entertainment, wellness and lifestyle content with a focus on audiences aged over 30.  

“While The Latch is primarily a digital publishing platform, our editorial and commercial partner content will be shared across Val Morgan’s cinema and outdoor networks, connecting brands to high value audiences where they watch, shop, train and refuel,” said Brian Florido, managing director, Val Morgan Digital. 

Programmatic DOOH

Val Morgan Outdoor will formally launch programmatic digital out of home advertising in early 2020, following six months of in-market beta testing.

VMO managing director, Paul Butler, said programmatic trading should account for 5 per cent of revenue from its 12,000 digital screens within 12 months, “and grow rapidly from there ... delivering clients improved transactional simplicity coupled with superior audience targeting capabilities.” 

CineTAM Live

Val Morgan launched audience measurement system CineTAM in 2013. Next year it will evolve into CineTAM Live, wrapping in exhibitor ticket sales and de-personalised  cinema loyalty programme transaction data. Insights from Roy Morgan’s Single Source database will further enhance the platform. 

“The update to CineTAM Live will provide our agency partners with easily accessible cinema audience data, including detailed demographic, product, attitudinal, helix and segmentation data in near real time,” said Val Morgan Cinema managing director, Guy Burbidge. “The benefits for campaign planning and optimisation will be significant.”