Val Morgan has tied-up Tabcorp's digital media network in Victoria. That's 1,240 screens in high streets, CBDs, pubs and clubs for advertisers to grab a slice of the action. It's also won the rights to put ads around the edges of Tabcorp's SKY2 racing feed in 2,800 venues across NSW and Victoria.
All in, the Victoria deal represents 2.4 million eyeballs for networked digital content in real time. Val Morgan Outdoor MD Anthony Deeble said those eyeballs belonged to the kind of people marketers really, really like. Namely, "active consumers with high disposable incomes who are out of home with money to spend".
With the deal effective immediately, Deeble told AdNews that the company was already in discussions with advertisers. With an election looming, it should provide a healthy bounce for Val Morgan, and a platform for state and federal government bodies, as well as commercial advertisers.
After the first phase in Victoria, Val Morgan Outdoor will seek to expand the deal with Tabcorp into NSW and Queensland.
"We know our customers very well," said Tabcorp's general manager for marketing communications Glen Lee. "The network will open up previously closed consumer marketing opportunities that otherwise be available to likeminded brands."
Lee said the aim was to become "one of the largest digital out-of-home networks in the country".
The deal takes Val Morgan Outdoor's digital footprint to over 3,000 screens across 1,000 locations. Deeble said that Val Morgan was "actively looking for new opportunties, both organic and acquisitions" and that the firm would have some interesting announcements this year".
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