Val Morgan Digital reveals new opportunities for advertisers at Upfronts

By AdNews | 13 October 2023

Val Morgan Digital announced five innovative partnership opportunities for advertisers in 2024 at its Sydney Upfront presentation at Sydney Opera House

Game Like A Girl provides a safe space for female gamers to discover and play their favourite video games free of harassment, offering brands a unique way to engage with this gaming community.

Tasty Tours sees Val Morgan Digital inviting FoodTok influencers to create real-life experiences, bringing food and lifestyle content to life for audiences and advertisers alike.

Val Morgan Digital is launching a monthly dinner series on The Latch called No Waste Dinner Parties to tackle food waste and help save households $2,500 per year.

Video Store is an immersive, in-real-life experience that showcases the breadth and depth of content from Val Morgan Digital's favourite streaming partners, providing a unique opportunity for advertisers to engage with audiences.

Val Morgan Digital has also partnered with Audigent to create custom audience segments that can be accessed across the entire network, empowering advertisers to connect with their target audiences more effectively.

Publisher Amanda Bardas spoke to the strategic development of Val Morgan Digital, taking the audience through the journey of launching its own property The Latch in 2020, and forging global partnerships with media brands Fandom, POPSUGAR, Bustle, Inverse, Gamespot, and more recently, BuzzFeed & Tasty Australia.

Through these partnerships, Val Morgan Digital's stable of brands now reaches over 4.1 million 14-39 year old Australians each month.

Central to Val Morgan Digital's Upfront was the unveiling of its brand positioning: Your Portal to Shared Passion, unveiled by Nicola Laing, group strategy manager.

This new brand positioning reinforces Val Morgan Digital as the gateway for brands to connect with audiences passionate about entertainment, gaming, technology, food, travel, and women's lifestyle, among other interests.

The new positioning was created from the findings of a consumer research piece Val Morgan Digital conducted across its suite of brands to understand its audiences’ passion points, how they show up for their passion points and how they connect with others within the community.

Brian Florido, MD of Val Morgan Digital, said the new positioning has been meticulously crafted by the team, through in-depth consumer research Val Morgan Digital conducted across its suite of brands.

"It reflects our commitment to better understand our audience, what truly ignites them and the pivotal role our brands play in their lives. We are here to revolutionise how agencies plan and brief publishing brands," he said.

"For advertisers, Val Morgan Digital represents a vibrant community of publishing brands and this new positioning empowers our partners to connect with their target audiences by seamlessly bridging emerging and traditional passion points, fostering authentic and meaningful interactions."

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