Australia's leading digital media company, Val Morgan Retail Media, today announced that it has embarked on a multi-million dollar investment to launch new digital superscreens in shopping centres nationally and to double the size of its network.

The expansion signals the biggest large scale roll-out of digital superscreens in
Australia, which will see 30 superscreens launched in 24 shopping centres nationally and a doubling of the Val Morgan Retail Network to more than 80 shopping centres nationally with over 440 digital panels.

Measuring up to four metres, the digital superscreens will be placed in strategically important locations for advertisers, allowing them to dominate the retail space.

"The introduction of the superscreen innovation means that we're bringing the large format outdoor advertising experience indoors," Val Morgan Retail Media Managing Director Anthony Deeble said.

"This is our biggest ever investment in retail digital media and also our largest expansion to date. For advertisers it provides an unprecedented advertising opportunity right at the point where shoppers make their buying decisions."

Telstra, American Express, 20th Century Fox, Webjet and Goodman Fielder brand Veri Deli have all signed agreements to be the foundation advertisers on the digital superscreens.

Webjet CEO Richard Noon said: "Webjet is achieving great results using Val Morgan Retail Media's network. The digital format gives us great flexibility and is ideal for tactical opportunities. The introduction of the new digital superscreens will allow us to reach our target audiences with greater impact than ever before."

Val Morgan is working with a number of shopping centre companies including Centro and AMP to install the digital superscreens. The first superscreen will be installed at Sydney's Centro Bankstown, followed closely by The Glen in Melbourne.

The screens are installed in strategic locations in the centres to either capture dwell time opportunities or maximize thoroughfare shopper traffic in high transit positions.

"The digital superscreens are a fantastic new generation advertising medium in our centres that will appeal to shoppers and encourage dwell time. We welcome the expansion of Val Morgan Retail Media's superscreens and network throughout our centres," Centro National CML Manager Debbie O'Hara said.

Val Morgan Retail Media reaches a fortnightly audience of 20 million shoppers
nationally. The company has been at the forefront of digital technology within the shopping centre media segment, and was the first to introduce a digital signage network and other innovations including digital panels with directional sound.

Research conducted by Nielsen Media Research has found that digital panels are five times more engaging than static panels, enjoy more than 75 per cent awareness and demonstrated purchase intent of up to 45 per cent.

"The introduction of superscreens will further extend the communication power of the Val Morgan Retail Media network delivering cut through at levels never seen before," Mr Deeble said.