Val Morgan Outdoor has acquired Active Media Group (AMG).
AMG is a premium multi-media business representing Fitness First Australia, Goodlife Health Clubs etc. Val Morgan Outdoor’s acquisition confirms plans to deliver 10,000 digital screens over the coming months and signifies the diversification of its portfolio by adding a custom content division.
The HOYTS Group (Val Morgan Outdoor is a division of The HOYTS Group) made the announcement on behalf of Val Morgan Outdoor and said that the investment was supported by the Wanda Group.
The HOYTS Group CEO, Damian Keogh told us “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.”
The sale of AMG comes from private equity group Oaktree Capital, owners of Fitness First Australia. AMG operates in Fitness First Australia and Goodlife Health Clubs with assets that include a digital screen network, Fitness First magazine and website as well as an experiential division.
CEO of Goodlife Health Clubs Greg Oliver was quoted as saying “Goodlife welcomes Val Morgan Outdoor’s ownership of AMG. The new partnership with Val Morgan Outdoor poses opportunities for us to leverage their expertise in Digital Out-of-Home and strengthen our digital innovation offer.”
Active Media Group will immediately merge into the Val Morgan Outdoor portfolio and become known as VMO Active. Val Morgan Outdoor operates networks in shopping centres, petrol stations, office towers and now health and fitness environments. It will also manage an online content portfolio and Australia’s highest circulating health and fitness magazine.
Val Morgan Outdoor’s Managing Director Anthony Deeble said “The acquisition broadens our market-offering and bolsters our position as an innovative category leader.”
“The traditional media landscape is changing at a rapid rate and Digital Outdoor is becoming a safe haven for advertisers. With this acquisition we are not only broadening our assets but uniquely offering advertisers amplification opportunities across a Digital Outdoor business and custom content division – a convergence of Digital Outdoor and custom publishing to deepen engagement with our audiences.”
We believe that with this acquisition, Val Morgan Outdoor becomes Australia’s largest 100% Digital Outdoor media network.
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