Val Morgan Digital has signed a strategic partnership that includes a multi-year content licensing partnership to represent BuzzFeed, Tasty, and BringMe in the Australian and New Zealand market.
The addition of BuzzFeed and Tasty will see Val Morgan Digital reach over 4.8 million total audience speaking to 14-39 year olds – making it the 3rd largest online media publisher in the country, according to IPSOS Iris data, reaching 1 in 2 Australians in its demographic.
As part of the deal, BuzzFeed staff will move over to Val Morgan Digital. The companies will work together to expand BuzzFeed and Tasty’s advertising offering, editorial footprint and expansion into events, audio and product licensing.
Brian Florido, managing director of Val Morgan Digital shared “Our monthly audience will be propelled from 3.7 million to 4.8 million, amplifying the potential for brands and advertisers to connect with highly engaged 14- to 39-year-old Gen Z and millennial audiences in the region.”
“This strategic partnership marks an important milestone in BuzzFeed’s evolution,” said Richard Alan Reid, EVP head of studio and international. “Including BuzzFeed’s brands in the Val Morgan Digital portfolio will unlock new exciting business opportunities and drive growth. We believe that Val Morgan Digital is the ideal local media player to take BuzzFeed and Tasty to the next level in Australia and New Zealand.”
Amanda Bardas, publisher of Val Morgan Digital said, “The addition of these two brands and their talented teams will enhance our existing portfolio with an unbeatable local video and social content offering, and I’m excited to welcome everyone to the VMD family.
“As the internet’s #1 most viewed food brand reaching 5 million total Australian users per month across social, Tasty has all the right ingredients to open a new opportunity for the retail and FMCG category.”
Val Morgan Digital will represent Tasty and BuzzFeed effective immediately while working through the integration of the team.
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