Acquisition Diversifies Val Morgan Outdoor’s DOOH Network Portfolio to the Health and Fitness Space
AUSTRALIA — Val Morgan Outdoor (VMO) has acquired Active Media Group (AMG), a content provider in the health and fitness space. The acquisition of AMG is part of a larger strategic plan to diversify VMO’s portfolio and expand network reach to more than 10,000 digital out-of-home screens over the coming months. The acquisition adds Fitness First Australia, Goodlife Health Clubs to VMO’s portfolio. Active Media Group will immediately merge into the VMO and become known as VMO Active.
VMO operates DOOH networks in shopping centers, petrol stations, office towers and now health and fitness environments. It will also manage an online content portfolio and Australia’s highest circulating health and fitness magazine.
“I’m delighted to have acquired a forward-thinking multimedia business that engages traditionally hard-to-reach, high-value audiences in the premium, health and wellbeing category,” said Anthony Deeble, Managing Director, VMO. “This strategic acquisition also marks the differentiation of our portfolio. We are transforming from a purely DOOH business to one with a digital content and publishing arm and that’s very exciting.”
The sale of AMG comes from private equity group Oaktree Capital, owners of Fitness First Australia. AMG operates in Fitness First Australia and Goodlife Health Clubs with assets that include a digital out-of-home network, Fitness First magazine and website as well as an experiential division.
“We are excited for Active Media Group to become part of such a progressive company. VMO’s broad reach and innovative use of technology makes them one of the leading media groups in the country, able to take AMG from strength to strength,” said Pete Manuel, Managing Director, Fitness First Australia.
CEO of Goodlife Health Clubs Greg Oliver added, “Goodlife welcomes VMO’s ownership of AMG. The new partnership with VMO poses opportunities for us to leverage their expertise in digital out-of-home and strengthen our digital innovation offer.
VMO Active’s content platform will provide advertisers with greater amplification opportunities by connecting digital outdoor environments with a multi-channel content offering.
“Traditional media’s challenge with fragmenting audiences is providing unique opportunities for DOOH businesses, converging DOOH with content platforms for the first time,” added Deeble.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.