Val Morgan launches market-leading sales intelligence tool to help brands understand sales impact.
Sydney, Australia – Val Morgan has launched a market-leading sales intelligence tool that goes beyond media metrics to provide a holistic view of campaign performance, enabling brands to better measure ROI on their VMO and Val Morgan Cinema campaigns. The sales intelligence tool is the latest development within Val Morgan’s cross-channel audience measurement platform, Validate, announced last year.
The sales intelligence tool measures performance in context, benchmarking outcomes against a range of business-specific outcomes within the brand, category, and competitor set. It allows clients to see what growth they drove and which competitors they’re taking share from. Specifically, the Validate sales intelligence tool delivers these insights across a range of grocery, pharmacy, petrol, convenience, beauty, alcohol and department retailers.
Paul Butler, Managing Director of VMO, said, "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. 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.”
The product has been proven with two Omnicom Media (OM) foundation clients, PepsiCo and Telfast, with early results demonstrating the value of connecting media exposure to in-market behaviour and sales. For Pepsi Max, Validate measurement has confirmed an uplift in average weekly sales value for exposed audiences versus non-exposed, with stronger performance again when audiences were reached across multiple channels, and positive outcomes against the competitor set.
Carolyn Baveystock, Head of Media and Data, PepsiCo ANZ said, “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.”
Emma Wood, Head of Media Partnerships, PHD said, “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 available for brands to leverage as part of campaign solutions now, with further announcements to come in mid-2026.
