Val Morgan has launched a sales intelligence tool that benchmarks campaign performance against brand, category and competitor outcomes across grocery, pharmacy, petrol, convenience, beauty, alcohol and department retailers.
The tool is the latest addition to Validate, Val Morgan's cross-channel audience measurement platform. It allows clients to see what sales growth their campaigns drove and which competitors they are taking share from.
"FMCG and retail marketers want full clarity on their campaign performance and we're the only publisher delivering a truly comprehensive view of sales attribution across the entire retail landscape,” said Paul Butler, managing director of VMO.
“When you add the ability to track performance across a brand’s own portfolio and benchmark against competitor products, the level of granularity is truly unmatched in the market.”
Two Omnicom Media (OM) foundation clients, PepsiCO and Telfast, have trialed the product, with early findings demonstrating positive outcomes for connecting media exposure to in-market behaviour and sales.
“Being one of the first to trial the tool as a foundation partner has given us greater clarity and confidence in our investment decisions. It’s helped us connect activity to outcomes more holistically, strengthen our effectiveness story with real evidence, and capture the insights that matter most, so our campaigns become smarter,” said Emma Wood, Head of Media Partnerships, PHD.
For Pepsi Max, Validate measurement confirmed an uplift in average weekly sales value for exposed audiences versus non-exposed, with stronger performance again when audiences were reached across multiple channels, and positive outcomes against the competitor set.
“Val Morgan’s sales intelligence tool gives us a clearer read on who we are influencing, how that compares within our category and competitor set, and the confidence to turn those insights into sharper planning for what comes next,” said Carolyn Baveystock, head of media and data, PepsiCo ANZ.
The Validate sales intelligence tool is available for brands to leverage as part of campaign solutions now, with further announcements to come in mid-2026.
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