Val Morgan Digital Sign Multi-Year Strategic Partnership to Represent BuzzFeed, Inc. in Australia & NZ
14 Juni 2023 - 3:00AM
Business Wire
- Val Morgan Digital to represent BuzzFeed & Tasty, both
editorially and commercially, in Australia & NZ
- Val Morgan Digital is now the 3rd largest online media
publisher in Australia that speaks to 14–39-year-old audiences,
according to IPSOS Iris
Val Morgan Digital now reaches 4.8 million Australians each
month, after signing 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 & 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
commented, “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.
About BuzzFeed, Inc.
BuzzFeed, Inc. is home to the best of the Internet. Across food,
news, pop culture and commerce, our brands drive conversation and
inspire what audiences watch, read, buy, and obsess over next. Born
on the Internet in 2006, BuzzFeed, Inc. is committed to making it
better: providing trusted, quality, brand-safe news and
entertainment to hundreds of millions of people; making content on
the Internet more inclusive, empathetic, and creative; and
inspiring our audience to live better lives.
Since 2015, Tasty has set the trends in digital food, known for
telling original food stories, demonstrating helpful kitchen hacks,
and creating viral food experiences that excite and better the
future of a diverse multicultural nation of foodies. It gained
rapid popularity and success through its engaging video content,
designed to be short, visually appealing, and easy to follow.
About Val Morgan Digital
Val Morgan Digital is a suite of thriving media brands powered
by communal passion. We believe passion-based communities are the
future, and our brands, Fandom, The Latch, POPSUGAR, Thrillist,
Bustle, Inverse, Tasty and BuzzFeed allow us to cultivate
collaboration across all facets of contemporary culture. Val Morgan
Digital now reaches over 8 million Australians each month and helps
close the loop between Val Morgan Cinema and VMO, providing brands
endless opportunities to connect with audiences.
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version on businesswire.com: https://www.businesswire.com/news/home/20230613641022/en/
Paul MacGregor pmacgregor@valmorgan.com.au 0410 199 033
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