Val Morgan Unveils Validate Audience Intelligence Platform

Val Morgan has launched Validate, a new data platform designed to enhance audience targeting and measurement across its cinema, out-of-home, and digital channels.

Validate will integrate existing audience measurement tools with new consumer data sets, incorporating location and movement insights.

The platform aims to provide advertisers with a more detailed understanding of audience behaviour, enabling them to track and optimise campaign performance across multiple channels.

The platform will combine data from Val Morgan Cinema, VMO, and Val Morgan Digital with extensive consumer insights.

Unlike existing audience measurement tools, Validate integrates location and movement data, allowing advertisers to map consumer journeys across different channels.

This means brands can now attribute online and offline activity, track interactions from in-home to out-of-home environments, and assess the effectiveness of their media spend with greater accuracy.

According to Paul Butler, managing director of VMO, Validate is a unique offering in the Australian and New Zealand markets.

"No other media partner can seamlessly attribute offline and online, in-home and out-of-home, and content and commerce — not just for individual brands, but for the competitors within their category," Paul said.

The platform launched at Val Morgan’s upfront event. The OOH business said Validate will help brands optimise their media investments by identifying high-value audiences and tracking conversions more precisely.

Validate is currently in the build phase, with a multi-stage release planned over the next 24 months. The first phase is expected to launch in the second half of 2025, with additional data sources and capabilities to be added over time. 

This gradual rollout will allow Val Morgan to refine the platform and expand its features, ensuring brands can access the latest advancements in audience intelligence.

The launch of Validate comes alongside the introduction of Category Entry Packs, a new product designed to help brands target audiences at key decision-making moments.

These pre-packaged or customisable solutions will allow advertisers to align campaigns with Category Entry Points (CEPs), enhancing relevance and reducing wasted media spend.

According to Guy Burbidge, managing director of Val Morgan Cinema, this approach reflects the company’s ongoing commitment to innovation.

"We’re consistently seeking new ways to deliver maximum value for our partners. The launch of our Category Entry Packs is part of that strategy because we know how important they are for driving brand growth," he said.