Val Morgan last week kicked of its annual 'Valfronts' upfront road show in Sydney, launching its first consolidated offerings with two new group-wide data and targeting products - Validate and Category Entry Packs.

Validate is a new data platform that integrates Val Morgan Cinema, VMO, and Val Morgan Digital's audience measurement systems with additional consumer data sets, including location and movement data. This platform is intended to allow clients to target and report on high-value audiences across various product categories. It also aims to facilitate cross-channel optimisation, sales attribution, and market share uplift.

Managing Director of VMO, Paul Butler, claimed VMO is "the only media group in ANZ offering a solution as robust as Validate."

"No other media partner can seamlessly attribute offline & online, in-home & out-of-home, and content & commerce, not just for individual brands, but the competitors within their category," he said. "Launching Validate demonstrates our commitment across the group to continue driving real results for brands and maximise their ROI by driving every dollar towards attribution and growth."

The second offering, Category Entry Packs, is designed to enable brands to target audiences using Category Entry Points (CEPs). These packs can be prepackaged or custom-built, aiming to enhance campaign effectiveness by focusing on moments of highest consumer receptivity and reducing wastage for brands.

Managing Director of Val Morgan Cinema, Guy Burbidge, said: "We're consistently innovating and seeking new ways to deliver maximum value across the group for our partners. The launch of our Category Entry Packs forms part of that, because we know how important they are for driving brand growth."

Managing Director of Val Morgan Digital, Brian Florido, said: "Our unique mix of channels across local communities, shopping centres, health clubs, cinemas, and online via our digital communities across The Latch, POPSUGAR, BuzzFeed, Tasty, LADbible and Fandom creates a unique opportunity for brands to be present at moments of highest consumer receptivity. The introduction of our Category Entry Packs will be game changing for brands."

The ValFronts roadshow will continue its journey across Victoria, Queensland, Adelaide, and Perth in the coming weeks.