Val Morgan Explained

Val Morgan
Industry:	Cinema advertising, digital billboards
Location:	Richmond, Victoria
Founded:	1894
Area Served:	Australia, New Zealand
Key People:	Graeme Yarwood (CEO)
Products:	Val Morgan Outdoor, The Latch
Owners:	Hoyts

The Val Morgan Group, formerly known as Val Morgan Cinema Advertisers, is an Australian advertising company first established in 1894. The company primarily specialises in cinema advertising, having worked with major Australian cinema chains including Village Cinemas, Event Cinemas, and sister company Hoyts.^[1] The company was acquired by the Hoyts Group in 2004.^[2]

Val Morgan Outdoor (VMO), operates advertising screens in shopping centres, gyms, service stations and office towers, as well as outdoor digital billboards. Val Morgan also operates the Australian versions of media websites PopSugar, Thrillist, BuzzFeed, and Fandom through Val Morgan Digital,^[3] which also owns media website The Latch.

History

Val Morgan Pty Ltd was first established in 1894 in Melbourne, Australia, by Valentine Morgan, initially offering advertising opportunities for live theatre and events. The company shifted to cinema advertising in 1914 and by the 1920s, Val Morgan was in control of the advertising in over 100 cinemas in Victoria.^[4]

In 2001, Val Morgan acquired Media Entertainment Group, leaving them to be the only cinema advertising company in the Australian market.^[5] Val Morgan was acquired in a joint venture between Hoyts, Village Cinemas, and Amalgamated Holdings in 2004, with Hoyts later increasing their stake to 100%.

Val Morgan acquired PumpTV in 2012, which had a number of screens installed in service stations across Australia, expanding the group's presence in outdoor advertising.^[6] The company also acquired local advertising agency CineAds in 2013, returning to the Western Australian market for the first time since exiting the state in 2002.^[7]

In 2019, a joint venture was formed to advertise on cinema screens in Saudi Arabia, as part of the group's expansion across the Middle East.^[8]

See also

• List of oldest companies in Australia

References

1. Web site: Locations. 2022-02-23. Val Morgan. en-US.
2. Web site: Commission. Australian Competition and Consumer. 2005-08-08. Acquirer: Hoyts Corporation Pty Ltd The; Target: Val Morgan Cinema Advertisers, Greater Union Organisation Pty Ltd, Village Cinemas Australia Pty Ltd. 2022-02-23. Australian Competition and Consumer Commission. en.
3. Web site: Samios. Zoe. 2018-09-28. Val Morgan Group ventures into digital publishing with Fandom deal. 2022-02-23. Mumbrella. en-US.
4. Web site: VAL MORGAN ADVERTISING CONTRACTOR . 2024-01-14.
5. Web site: 2002-09-21. Cinema advertising fails screen test. 2022-02-23. The Age. en.
6. Web site: 2012-11-20. Acquisition of PumpTV by Val Morgan. 2022-02-23. Digital Signage Blog. en-US.
7. Web site: 2013-11-11. National agency to buy Perth's CineAds. 2022-02-23. Business News. en.
8. Web site: Allison. Austyn. 25 August 2019. MUVI Cinemas partners with Motivate Val Morgan for screen advertising in Saudi Arabia. 14 September 2019. Middle East Campaign. Haymarket Business Media.