{{short description|Australian advertising company}} {{Infobox company | name = Val Morgan | logo = Val Morgan Logo.png | logo_size = 150px | industry = Cinema advertising, out-of-home advertising | location = Sydney, Australia | founded = 1894 | area_served = {{Unbulleted list|Australia|New Zealand}} | key_people = Graeme Yarwood (CEO) | products = Val Morgan Cinema, VMO | owners = The HOYTS Group | website = {{URL|www.valmorgan.com.au}} [https://www.valmorganoutdoor.com/ www.valmorganoutdoor.com] }}
The '''Val Morgan Group''', formerly known as '''Val Morgan Cinema Advertisers''' and Val Morgan Pty Ltd''',''' is an Australian advertising company first established in 1894.
The company currently specialises in cinema advertising and outdoor advertising across Australia and New Zealand, under the brands Val Morgan Cinema and VMO. Val Morgan Cinema represents advertising opportunities across major Australian cinema chains including HOYTS, Event Cinemas, Village Cinemas, Reading Cinemas. Palace Cinemas and Dendy Cinemas.
Val Morgan Outdoor (VMO) operates advertising screens in shopping centres, gyms, service stations and office towers, as well as outdoor digital billboards. Val Morgan previously operated the Australian versions of media websites PopSugar, Thrillist, BuzzFeed, and Fandom through Val Morgan Digital,<ref>{{Cite web|last=Samios|first=Zoe|date=2018-09-28|title=Val Morgan Group ventures into digital publishing with Fandom deal|url=https://mumbrella.com.au/val-morgan-group-ventures-into-digital-publishing-with-fandom-deal-543469|access-date=2022-02-23|website=Mumbrella|language=en-US}}</ref> which also owned 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.<ref>{{cite web |url=https://ozvta.com/wp-content/uploads/2012/10/val-morgan-ad-contractor.pdf |title=VAL MORGAN ADVERTISING CONTRACTOR |access-date=2024-01-14}}</ref>
In 2001, Val Morgan acquired Media Entertainment Group, leaving them to be the only cinema advertising company in the Australian market.<ref>{{Cite web|date=2002-09-21|title=Cinema advertising fails screen test|url=https://www.theage.com.au/national/cinema-advertising-fails-screen-test-20020921-gdum3c.html|access-date=2022-02-23|website=The Age}}</ref> 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.<ref>{{Cite web|date=2012-11-20|title=Acquisition of PumpTV by Val Morgan|url=https://www.digitalsignageblog.com/2012/11/20/acquisition-of-pumptv-by-val-morgan/|access-date=2022-02-23|website=Digital Signage Blog|language=en-US}}</ref> 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.<ref>{{Cite web|date=2013-11-11|title=National agency to buy Perth's CineAds|url=https://www.businessnews.com.au/article/National-agency-to-buy-Perths-CineAds|access-date=2022-02-23|website=Business News}}</ref>
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.<ref>{{cite web|last=Allison|first=Austyn|date=25 August 2019|title=MUVI Cinemas partners with Motivate Val Morgan for screen advertising in Saudi Arabia|url=https://campaignme.com/muvi-cinemas-partners-with-motivate-val-morgan-for-screen-sdvertising-in-saudi-arabia/|access-date=14 September 2019|website=Middle East Campaign|publisher=Haymarket Business Media}}</ref>
In March 2026, Val Morgan and Vinyl Group formed a partnership covering cross-selling opportunities across outdoor and cinema advertising.<ref name=":0" />
=== Val Morgan Digital === In March 2020, Val Morgan launched ''The Latch'', an entertainment, lifestyle, beauty and wellness website.<ref>{{Cite web |last=Claudia |first=Siron |date=17 March 2020 |title=Val Morgan's digital conversation-starter 'TheLatch—' is born |url=https://www.mediaweek.com.au/val-morgans-digital-conversation-starter-thelatch-is-born/ |access-date=22 March 2026 |website=Mediaweek}}</ref> ''The Latch'' was shut down in October 2025.<ref>{{Cite web |last=Crawford |first=Hal |date=10 October 2025 |title=Val Morgan shuts The Latch, Brian Florido departs |url=https://mumbrella.com.au/brian-florido-departs-val-morgan-digital-894114 |access-date=22 March 2026 |website=Mumbrella |language=en-US}}</ref>
In January 2021, Val Morgan Digital acquired the Australian license to ''PopSugar''.<ref>{{Cite web |date=14 January 2021 |title="Intentional And By Design": How Val Morgan Digital Is Positioning Itself As An Advertiser's Playground |url=https://www.bandt.com.au/intentional-and-by-design-how-val-morgan-digital-is-positioning-itself-as-an-advertisers-playground/ |access-date=22 March 2026 |website=B&T |language=en-US}}</ref>
In March 2026, Val Morgan Digital was sold to Vinyl Group for $7 million in cash and $3.5 million in shares.<ref name=":0">{{Cite web |last=Hickman |first=Arvind |date=2026-03-01 |title=Vinyl Group To Acquire Val Morgan Digital After Posting $3M Loss |url=https://www.bandt.com.au/vinyl-group-to-acquire-val-morgan-digital-after-posting-3m-loss/ |access-date=2026-03-03 |website=B&T |language=en-US}}</ref>
==See also== {{Portal|Australia|Companies}} *List of oldest companies in Australia
== References == <references />
Category:Australian companies established in 1894 Category:Dalian Wanda Group Category:Advertising industry