How Optus IoTFlex powers VMO’s digital network

VMO (Val Morgan Outdoor), part of the HOYTS Group, has become a leader in digital out-of-home (DOOH) advertising, delivering seamless advertising experiences across more than 10,000+ screens nationwide.

VMO’s reliance on advanced connectivity and security solutions provided by Optus is underpinning this success. The partnership between Optus and VMO exemplifies how technology can transform traditional advertising into a data-driven, dynamic medium.

VMO operates across an impressive array of locations, including over 460 shopping centres, 660 petrol stations, national gym networks, and major office towers. This diverse portfolio requires an agile and robust infrastructure to deliver real-time content and insights across thousands of screens.

“Val Morgan Outdoor is wholly a digital outdoor business, which really means we are very reliant on the backend infrastructure that powers our screen network, particularly the communication infrastructure,” said Anthony Deeble, Chief Commercial Officer at HOYTS Group. “Getting our content out to more than 12,000 screens is an essential part of how we operate.”

Optus IoTFlex delivers a comprehensive, end-to-end connectivity solution for VMO’s digital advertising network, built on Optus's robust and scalable infrastructure, powered by Akamai. This solution ensures seamless, secure connectivity, while Cradlepoint routers provide reliable local connectivity at the network edge, forming the backbone of VMO’s digital advertising network. The solution enables:

• Real-time content delivery: IoTFlex allows VMO to automate content delivery, ensuring that advertisements and dynamic programmatic content reach audiences without delay.
• Enhanced security: By isolating digital signage from the corporate network, IoTFlex ensures that VMO’s operations are secure and resilient to threats.
• Flexibility and scalability: The solution adapts to fluctuating bandwidth requirements, ensuring consistent performance even during peak demand.

This modernised approach has transformed VMO’s capabilities, supporting both content distribution and the advanced analytics that underpin customer insights.

With the entire revenue stream of VMO reliant on the delivery of campaigns to its screens, a dependable network is non-negotiable. “Having a partnership in place that we can trust day in, day out, in terms of the network infrastructure, is absolutely vital,” Deeble emphasised. “In fact, all of our content and the entire revenue stream of the business is delivered by this partnership.”

Since 2016, the partnership between HOYTS Group and Optus has grown to address the unique needs of VMO’s operations, from urban centres to regional locations. “As we’ve expanded beyond metropolitan environments into regional areas, we’ve found that the network has had strong coverage in these growing communities,” Deeble shared.

Security is as critical as connectivity in the DOOH space, especially when operating in high-traffic areas like shopping centres and office towers. Optus IoTFlex provides a robust layer of protection, giving VMO confidence that their content and data are safeguarded against cyber threats.

“We operate in so many large shopping centres, major office towers, and national gym networks. We really do need a partnership that gives us confidence in the security and dependability of the network,” said Deeble.

Looking ahead, VMO is focused on scaling its operations and unlocking new growth opportunities within its existing circuits. The flexibility of the Optus IoTFlex platform ensures VMO is well-positioned to adapt to evolving market demands and expand its digital footprint across Australia.

“We see a lot more upside growth in digital outdoor, particularly in the VMO business,” Deeble explained. “There’s growth opportunity in the place-based networks we’re currently operating, and we’ll continue to grow those circuits to reach more Australians.”

The collaboration between VMO and Optus demonstrates how a trusted partnership can enable innovation and operational excellence. By leveraging Optus IoTFlex, VMO has enhanced its ability to deliver impactful advertising campaigns and provide real-time insights to its customers, all while ensuring the security and reliability of its network.

Deeble summed it up best: “Knowing that we can trust and rely on Optus for network coverage, security, and dependability gives us the confidence to focus on what we do best—delivering exceptional advertising experiences.”

Val Morgan Outdoor’s journey is a testament to the transformative power of technology in advertising. With Optus IoTFlex as a cornerstone of its operations, VMO continues to lead the digital out-of-home advertising industry, setting the standard for connectivity, security, and innovation.

This partnership underscores Optus’ commitment to empowering Australian businesses with solutions that drive growth and deliver exceptional value to their customers. Together, VMO and Optus are shaping the future of digital advertising, one screen at a time.

Read the full HOYTS Group customer story here.

To learn more about Optus IoTFlex or speak to one of the Optus specialists, request a callback below and we’ll be in touch.