Val Morgan Digital partners with Vudoo to enhance commerce

Val Morgan Digital, a prominent publisher in Australia's youth media sector, has entered into a strategic partnership with Vudoo, a media platform known for its commerce capabilities.

This collaboration enables Val Morgan Digital to enhance its content and media assets by integrating advanced commerce media functions. These functions allow advertisers to offer instream shoppable experiences directly within consumer content, which aims to provide measurable outcomes for brands.

The reach of Val Morgan Digital's brands, such as BuzzFeed, LADbible Group, POPSUGAR, The Latch, and Fandom, extends to 9.1 million in total audience, according to data provided by Ipsos Iris in August 2024. The brands are particularly known for reaching audiences with a strong intention to purchase, with 75% of readers reported to make a purchase or follow a recommendation after interacting with the content.

Vudoo's technology allows for transactions to occur at the point of inspiration without leaving the site. Advertisers can utilise this to harness the purchasing intent of audiences, enhancing conversion rates and improving outcomes. This approach aims to extend media investments by creating ad experiences that engage viewers and prompt immediate action through seamless transactions.

The partnership also sees Vudoo providing intent signal capture and closed-loop attribution capabilities, allowing Val Morgan Digital to gain insights into consumer interactions. This intelligence is envisioned to help refine future campaigns and develop effective business strategies.

Brian Florido, Managing Director at Val Morgan Digital, expressed enthusiasm for the partnership, highlighting the interactive video advertising opportunities it presents. "We are thrilled to partner with Vudoo to bring interactive video advertising to our clients," he says. "Our audience is highly engaged and ready to shop, with 3 in 4 users looking to our brands for product recommendations, making them the ideal target for Vudoo's conversion-driven solutions."

Nick Morgan, Founder and CEO of Vudoo, noted the significance of this partnership within the evolving commerce media sector. "As consumers demand more interactive, transactional experiences, Val Morgan Digital is perfectly positioned to capitalise on these trends with Vudoo's technology," he states. "Together, Val Morgan Digital and Vudoo can deliver more effective and impactful campaigns that drive tangible results while also capturing invaluable intent signals, helping advertisers optimise their strategies and enhance future actions."

Drew Perry, Managing Director at Vudoo Asia Pacific, also commented on the collaboration, highlighting the potential to deepen consumer engagement. "We're excited to partner with Val Morgan Digital, one of Australia's most innovative and forward-thinking digital content publishers. Their authority in addressing diverse passion points is undeniable. By integrating Vudoo's commerce-driven ad products, designed to elevate consumer engagement and deliver measurable outcomes for brands, Val Morgan Digital can deliver deeper storytelling that convert engagement into action, especially among their primary audience," Perry says.

This strategic partnership is a step forward for Val Morgan Digital as it continues to develop products that aim to deliver substantial outcomes for its advertisers.