Val Morgan sharpens the sales lens with new campaign intelligence tool
Intelligence tool is designed to help brands better understand the real sales impact of their VMO and Val Morgan Cinema campaigns.
Val Morgan has launched a new sales intelligence tool designed to help brands better understand the real sales impact of their VMO and Val Morgan Cinema campaigns.
The tool forms the latest development within Val Morgan’s cross-channel audience measurement platform, Validate, which was first announced last year.
Measuring performance beyond media metrics
The sales intelligence tool aims to move beyond traditional media metrics by providing a broader view of campaign performance.
It measures outcomes in context, benchmarking campaign results against brand performance, category trends and competitor activity. This allows advertisers to understand not only the growth they generate, but also where they are gaining market share.
The tool delivers insights across a wide range of retail sectors, including grocery, pharmacy, petrol, convenience, beauty, alcohol and department stores.
Paul Butler
Paul Butler, Managing Director of VMO, said the offering provides marketers with deeper visibility into retail performance.
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“FMCG and retail marketers want full clarity on their campaign performance and we're the only publisher delivering a truly comprehensive view of sales attribution across the entire retail landscape,” Butler said.
“For a grocery brand, that means not just visibility into Coles or Woolworths, but performance data also spanning Aldi, Costco, IGA, Harris Farm and beyond. When you add the ability to track performance across a brand’s own portfolio and benchmark against competitor products, the level of granularity is truly unmatched in the market.”
Early results with foundation partners
The product has already been trialled with Omnicom Media Foundation clients PepsiCo and Telfast.
Early results showed that Pepsi Max experienced an uplift in average weekly sales value among audiences exposed to campaigns compared with non-exposed audiences.
Performance improved further when audiences were reached across multiple channels.
Carolyn Baveystock, Head of Media and Data at PepsiCo ANZ, said the tool offers greater clarity around campaign influence.
“Val Morgan’s sales intelligence tool gives us a clearer read on who we are influencing, how that compares within our category and competitor set, and the confidence to turn those insights into sharper planning for what comes next,” Baveystock said.
Emma Wood, Head of Media Partnerships at PHD, added that the early trial has strengthened confidence in media investment decisions.
“Being one of the first to trial the tool as a foundation partner has given us greater clarity and confidence in our investment decisions. It’s helped us connect activity to outcomes more holistically, strengthen our effectiveness story with real evidence, and capture the insights that matter most, so our campaigns become smarter, faster.”
The Validate sales intelligence tool is now available to brands as part of Val Morgan’s campaign solutions, with further product developments expected in mid-2026.
Top Image: Val Morgan
