Stockland has appointed Val Morgan Retail Media as a partner to install digital advertising media panels across 38 shopping centres in both metro and regional Australia.

Val Morgan CEO Damian Keogh says the new contract highlights the rapid growth of digital out of home advertising.

“All FMCG and retail clients are talking about the power of ‘path to purchase’ and digital is leaving the impact and inflexibility of static signs for dead,” he said.

Under the agreement installations have already been completed at Stockland Baulkham Hills and Stockland Wetherill Park.

Anthony Deeble, managing director of Val Morgan Retail Media said: “With the Stockland centres our network will reach over 12 million active shoppers week in week out, right across Australia. We have pioneered the digital retail format from the outset and introduced many market leading innovations, such as the SUPERscreen concept and we will continue to drive innovation in the category with some exciting future plans”.

Val Morgan Retail Media currently reaches into 174 shopping centres nationally with 760 digital panels. The inclusion of Stockland shopping centres forms part of taking the Val Morgan Retail Media footprint beyond 1,000 digital screens in over 200 centres.