Val Morgan Outdoor

What Val Morgan Outdoor does

Val Morgan Outdoor (VMO) is a digital out-of-home (DOOH) advertising network operating across Australia and New Zealand, supplying advertising space to brands and media agencies through four vertically segmented venue networks: VMO Shop (retail centres), VMO Active (health and fitness clubs including Fitness First and Goodlife), VMO On-The-Go (petrol stations and convenience stores including BP, Ampol, Coles Express, and Reddy Express), and VMO Work (office towers across ANZ). The company operates more than 10,000 digital screens across 2,000-plus locations and reaches an audience of 12.5 million-plus per month, with a stated footprint of 530-plus Australian retail centres (500 live as of August 2025), 125-plus New Zealand office towers, and 500-plus Coles/Reddy Express convenience sites.

The platform is underpinned by a proprietary audience-measurement stack — DART, DART360, and the award-winning DART RF — which combines first-party venue data with mobile location intelligence to deliver audience targeting and campaign attribution. Programmatic buying is enabled through integrations with Hivestack and Yahoo DSP (the latter via the OmniStream partnership extending CTV buyer reach into VMO inventory), and Dynamic Creative Optimisation (DCOOH) supports real-time creative adjustment. Premium large-format inventory (The Cube, The Halo, Dimensions) and category-specific networks (Big Retail, Dominations) round out the offering.

VMO is a private subsidiary of The HOYTS Group, headquartered in Sydney with offices in Melbourne, Brisbane, Perth, Adelaide, and Auckland, employing 51–100 people. The company sells on a B2B, quote-based pricing model through direct enterprise sales teams, generating revenue from advertising placement fees tied to screen format, venue, and campaign duration. Case-study evidence spans FMCG, QSR, automotive, finance, entertainment, telco, utilities, gambling, travel, and charity advertisers, indicating a diversified advertiser base rather than reliance on anchor accounts.

Name

Val Morgan Outdoor

Legal name

Val Morgan Retail Media Pty Ltd

Website

https://valmorganoutdoor.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Val Morgan Outdoor is a digital out-of-home advertising network in Australia and New Zealand operating 10,000-plus screens across 2,000-plus retail, health-club, office, and convenience venues, selling targeted programmatic and direct B2B campaigns to brand advertisers and media agencies.

Ownership category

akta.pro rank

Product category

Digital Out-of-Home Advertising

NAICS

Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (541830)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)

Keywords

• Digital out-of-home advertising
• Retail media network
• Programmatic outdoor buying
• Audience measurement platform
• DOOH advertising

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Outdoor Advertising Sales: VMO generates revenue through selling advertising space across its digital out-of-home screen network spanning retail centres, health clubs, office buildings, and petro/convenience locations. The company offers various advertising formats including TV screens, REACH screens, and large format screens, with pricing based on screen location, format, and campaign duration.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Val Morgan Outdoor (VMO) operates a 100% digital out-of-home (DOOH) advertising network across Australia and New Zealand, selling advertising space on 10,000+ digital screens spanning 2,000+ retail centres, health clubs, office towers, and petrol/convenience locations. The company offers four core media networks (VMO Shop, VMO Active, VMO On-The-Go, VMO Work) alongside programmatic buying capabilities and proprietary DART audience measurement tools, reaching 12.5M+ monthly consumers.

Product overview

Val Morgan Outdoor (VMO) is an outdoor advertising network built for brands, powered by data, solutions and innovation. The company operates a multi-network platform across four core environments: VMO Shop (retail centres), VMO Active (health clubs), VMO On-The-Go (petrol stations/convenience), and VMO Work (office towers). These networks are complemented by proprietary audience measurement tools (DART, DART360, DART RF), programmatic buying capabilities (Programmatic Outdoor), dynamic creative optimization (DCOOH), and premium formats including The Cube and Dimensions. VMO serves clients across Australia and New Zealand, enabling brands to reach audiences in busy places where people shop, work and play.

Differentiator

Problem solved

Functional benefit

Brands

• VMO Shop: Retail media network targeting shoppers in retail centres on the path to purchase.
• VMO Active
• VMO On-The-Go
• VMO Work
• DART
• DCOOH
• The Cube
• Dimensions

Products and services

• VMO Shop
• VMO Active
• VMO On-The-Go
• VMO Work
• Programmatic Outdoor
• Big Retail
• Dominations
• Dimensions
• The Cube
• The Halo
• DCOOH (Dynamic Creative Optimisation)
• Social Journeys
• OmniStream

Quantifiable outcome

• 2.9x more on-target impressions with programmatic activation (hayu case study)
• +6 more outcomes

Named customers26 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

23 partnerships are on record, tiered major and core.

• ANZ CentremajorStrategic or Co-development Partner · 27 February 2026Premium Auckland CBD office tower installation with three digital screens in high-traffic areas, home to 60+ tenants including ANZ, CBRE, Immigration Trust.
• Dress SmartcoreStrategic or Co-development Partner · 16 February 2026New Zealand's original outlet shopping destinations providing exclusive media rights across Onehunga Auckland and Christchurch centres, collectively attracting 5.5 million Kiwis annually.
• Yahoo DSPcoreTechnology or Integration · 26 March 2025Partnership to launch OmniStream, enabling CTV buyers to extend their reach across programmatic outdoor advertising through Yahoo's demand-side platform.
• HivestackcoreTechnology or Integration · 6 March 2025Programmatic advertising technology partner enabling automated, targeted outdoor media buying across VMO's network.
• Fitness FirstcoreStrategic or Co-development PartnerFitness Lifestyle Group ownership of Fitness First health clubs serves as key venue partners for VMO Active network, one of the core pillars of VMO's outdoor advertising network spanning hundreds of locations across Australia.
• Goodlife Health ClubscoreStrategic or Co-development PartnerFitness Lifestyle Group ownership of Goodlife Health Clubs provides venue access for VMO Active network, enabling brands to reach health-conscious audiences in gym environments.
• StocklandcoreStrategic or Co-development PartnerMajor shopping centre operator with expanded partnership across 100 centres, providing prime retail locations for VMO's retail media network.
• Region GroupcoreStrategic or Co-development PartnerPartnership signed for 100 shopping centres, expanding VMO's retail media presence across Australia.
• TOGA GroupcoreStrategic or Co-development PartnerExclusive contracts secured for Wunderlich Lane Surry Hills and The Hub Bondi Beach, adding premium retail precincts to VMO's network.
• CharterHallmajorStrategic or Co-development PartnerCommercial property group providing office tower venues for VMO Work network.
• CenturiamajorStrategic or Co-development PartnerCommercial property group partnership for office media network deployment.
• Centennial Property GroupmajorStrategic or Co-development PartnerCommercial property group partnership for office media network.
• Abacus PropertymajorStrategic or Co-development PartnerCommercial property group partnership for office media network deployment.
• BPcoreStrategic or Co-development PartnerMajor fuel retailer providing petro and convenience locations for VMO On-The-Go network across Australia.
• AmpolcoreStrategic or Co-development PartnerFuel retailer partnership for petro and convenience network expansion.
• Coles ExpresscoreStrategic or Co-development PartnerPartnership providing 500+ locations for VMO's retail-convenience network.
• Reddy ExpresscoreStrategic or Co-development PartnerPartnership providing 500+ convenience locations expanding VMO's retail-convenience footprint.
• VicinitycoreStrategic or Co-development PartnerMajor shopping centre operator providing retail venues for VMO's network.
• MirvacmajorStrategic or Co-development PartnerProperty group providing office tower venues for VMO Work network.
• DexusmajorStrategic or Co-development PartnerCommercial property group partnership for office media deployment.
• LendleasemajorStrategic or Co-development PartnerProperty group partnership for office and retail media locations.
• GroupM/mPlatformcoreTechnology or IntegrationMedia agency partnership using GroupM's proprietary DMP solution mPlatform for audience targeting and programmatic activation.
• Fernwood FitnessmajorStrategic or Co-development PartnerWomen's health club chain providing venues for VMO Active network.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Others

• Broadsign: DOOH content management and programmatic platform serving OOH operators globally. Comparable as the underlying CMS/SSP infrastructure provider used across the DOOH industry, including potential competitors to VMO.
• Vistar Media: Programmatic DOOH SSP and ad-serving platform operating globally. Comparable as a tech partner in the same programmatic DOOH ecosystem VMO participates in, though Vistar competes for the same DSP integrations and advertiser budgets.
• Hivestack: Programmatic DOOH ad server and supply-side platform that VMO has integrated with. Comparable as a technology enabler and ecosystem partner rather than direct competitor; relevant for understanding programmatic DOOH infrastructure dynamics.
• Sage+Archer (WPP/GroupM OOH): GroupM's specialist OOH media buying arm (part of WPP) and direct buyer of VMO inventory through mPlatform. Comparable as the agency-side counterpart in the ANZ OOH value chain and a key channel for VMO's advertiser relationships.

Broad incumbents

• Clear Channel Outdoor: Global OOH operator with significant digital billboard and street furniture networks. Comparable as a broad incumbent competing for programmatic DOOH budgets and offering cross-market scale that VMO lacks.
• Lamar Advertising: Major US-headquartered OOH operator with growing DOOH portfolio. Comparable as a public OOH peer for benchmarking capital intensity, screen economics, and digital transition metrics, though geographically focused on the Americas.
• JCDecaux: Global OOH market leader with extensive ANZ presence across street furniture, transit, airport, and digital billboards. Competes with VMO for major venue contracts and advertiser budgets, with substantially larger scale and geographic footprint.

Direct peers

• oOh!media: Australia's largest out-of-home advertising operator (ASX: OML), running roadside, retail, airport, and digital OOH networks across ANZ. Direct competitor to VMO in retail, office, and roadside DOOH with comparable audience measurement programs.

Emerging players

• Veridooh: ANZ-based independent OOH measurement and verification platform providing independent proof-of-performance for DOOH campaigns. Comparable as an emerging measurement competitor to VMO's proprietary DART platform, particularly around third-party verification.

Regional players

• Ströer: Major German-headquartered OOH operator with growing digital out-of-home portfolio across Europe. Comparable as a regional OOH incumbent that has aggressively transitioned to digital and programmatic, serving as a useful benchmark for DOOH unit economics and digital growth trajectories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/valmorganoutdoor
• Instagraminstagram.com/vmo_outdoor

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Val Morgan Outdoor