Val Morgan Outdoor bolsters digital network with new acquisition

Rachael Micallef
By Rachael Micallef | 4 May 2015

Val Morgan Outdoor has acquired petro and convenience marketing specialist P&C Media, as it looks to bolster its network of digital out of home (DOOH) screens.

The acquisition sees P&C Media's portfolio of large portrait digital screens added to the Val Morgan network, under the new name 'Pump Extra'. The network of screens are positioned on the path-to-purchase, located just outside the entrance to the petrol convenience shops.

The deal extends Val Morgan Outdoor's petrol and convenience footprint to more than 2000 digital screens in more than 340 locations.

Val Morgan Outdoor MD Anthony Deeble told AdNews that the company continues to be on the lookout for further acquisition opportunities.

Val Morgan Outdoor currently operates a network of audio and visual screens called PumpTV which aim to engage viewers while they are at the petrol bowser. Deeble said the addition of 'Pump Extra' is complementary to its existing PumpTV offering.

“It will further enhance and strengthen our footprint in terms of the amount of audience we're going to be able to reach, so it will add another 1.8 million viewers each month, across the petro circuit we're currently working in,” Deeble said.

“They are positioned near the entrance to the convenience stores, and we felt this was a great opportunity to have presence on approach and entry to the store because of the screen's prominence.”

Deeble said he envisions clients will create content across both the Pump Extra and PumpTV formats given the screens are complementary to each other.

In addition, Deeble said its digital outdoor audience in real time (DART) measurement platform will also be rolled out on 'Pump Extra' with audience metric devices being installed across the inventory.

“We want to be highly accountable to our clients and be able to provide them with some valuable analytics on who is actually engaging with their campaigns and what is the most relevant opportunity for them, based around the data sets,” Deeble said.

“Our PumpTV is one of those times where you've got this well moment; the average pump time is between three and four minutes, so there is a great opportunity to capture people while they’re not really doing anything.

"Likewise with Pump Extra, where people are at the bowsers, there is not a great deal to look at. Dynamic digital screens allow brands to engage in a way that they might not otherwise be able to throughout people's busy days.”

Val Morgan Outdoor is undergoing a growth program, with plans to expand its network to more than 4000 digital panels in more than 800 shopping centres and petrol convenience locations this year.

Currently, it has 3000 digital screens in more than 640 locations under its remit.

Deeble said he envisions this growth to come abount through a mix of organic growth and new acquisition opportunities.

“We do think there will be a couple of synergistic acquisition opportunities available to us, where we're able to bring them into a larger network and bring some real value,” Deeble said.

“The way in which we've been investing in these types of networks, they have really been about being close to the point of purchase.

“We absolutely believe that digital creates significantly more engagement opportunities, so we will continue looking at digital-based opportunities. We are great believers in the digital format.”

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