Val Morgan Outdoor buys Active Media Group to enter into content space

The Hoyts Group has announced another major acquisition for its Val Morgan Outdoor (VMO) advertising subsidiary with the purchase of Active Media Group (AMG) – the premium multi-media business that targets exercisers through fitness clubs.

Supported by investment from the Wanda Group, this strategic acquisition is in line with the businesses plan to deliver 10,000 digital screens in outdoor environments over the coming months and signifies the diversification from a purely digital outdoor portfolio to a multi-media business.

AMG, formerly owned by Fitness First owners Oaktree Capital Management, provides screens to fitness clubs around Australia, including Fitness First and Goodlife Health Clubs, while also delivering dedicated content.

AMG also publishes the Fitness First magazine along with the accompany app as well as an experiential division.

VMO Managing Director Anthony Deeble said that the acquisition was a major diversification for the company’s portfolio, stating “I’m delighted to have acquired a forward-thinking, multi-media business that engages traditionally hard-to-reach, high-value audiences in the premium, health and wellbeing category.

“This strategic acquisition also marks the differentiation of our portfolio. We are transforming from a purely DOOH (Digital out of home) business to one with a digital content and publishing arm, and that’s very exciting.”

Val Morgan will merge the business into its portfolio and rebrand it as VMO Active, aligning it with VMO’s other networks in shopping centres, petrol stations and corporate locations.

The move gives VMO a content arm and also adds Australia’s highest-circulating fitness magazine to the business.

Deeble went on to state “this acquisition strengthens our position as Australia’s leading dynamic Digital Outdoor business.

“VMO Active, instantly adds over 4,000 digital screens in capital cities to our footprint and offers a unique audience engagement opportunity for advertisers.”

Hoyts Group Chief Executive Damian Keogh commented “the Hoyts Group is evolving and with Wanda Group’s backing we’re investing in our cinemas business and the growth of our Digital Outdoor business.”

Fitness First Australia’s Managing Director Pete Manuel added “we are excited for Active Media Group to become part of such a progressive company as Val Morgan Outdoor.

“VMO’s broad reach and innovative use of technology makes them one of the leading media groups in the country.” 

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