Val Morgan Outdoor (VMO) has welcomed digital media expert Braden Clarke to lead the company’s pioneering Programmatic Digital out-of-home (DOOH) marketplace.
VMO’s Programmatic DOOH offering aims to transform out-of-home trading in Australia by delivering clients unique transactional simplicity and superior audience targeting capabilities.
Clarke will be responsible for the roll-out of the VMO Programmatic platform to advertisers nationwide. The marketplace has been designed for programmatic trading at scale, providing brands with access to more than 12,000 digital screens across Australia. With 100% of VMO’s screens digital and addressable in real time.
Paul Butler, Managing Director of VMO, said: “Braden is one of Australia’s most experienced advertising technology specialists with a real passion for programmatic.
“With more than 10 years of industry experience and having previously led an audience solutions and automated trading team, Braden is perfectly positioned to keep the business at the forefront of emerging technology and client solutions.”
Clarke’s most recent role was 10 years at Australia’s REA Group where he developed and delivered programmatic advertising solutions for some of Australia’s leading brands and agencies.
On the appointment Clarke said: “I’m delighted to be joining VMO at such a pivotal time for Programmatic DOOH.
“Automating DOOH transactions transforms trading efficiencies and targeting capabilities for media owners, agencies and advertisers alike. It simplifies the processes of determining available inventory, applying pricing rules, activating audience targeting and scheduling campaign delivery.
“I’m really looking forward to bringing my knowledge to a business that’s ideally positioned to bring the benefits of automated trading to the out-of-home channel.”