oOh!media expands its retail media division and announces major contract wins
oOh!media has used its annual ‘Outfront’ on Wednesday afternoon to announce the strategic expansion of its retail media division in a bid to help retailers monetise sales more effectively.
The advertising giant is expanding its retail media arm, now rebranded as reo, to represent retailers’ assets across stores, websites, apps, and platforms like Meta and Google, moving beyond in-store screens to a full omnichannel digital offering.
With Australia’s retail media market expected to reach $2.6 billion by 2026, reo aims to help retailers monetise their media channels and drive incremental revenue through a comprehensive end-to-end sales solution.
oOh!media CEO Cathy O’Connor said: “We were ahead of the curve in identifying retail media as the next big wave in advertising as brands shift their dollars towards channels that can prove return on investment and building out capabilities to support the needs of retailers.
“Since launching, we’ve seen strong engagement from major retailers wanting to build out their in-store digital screen networks, but their needs extended into sales monetisation of all channels. It’s a natural progression to extend into sales representation for retailers as it leverages a key strength of oOh!media.”
This announcement comes as oOh!media continues to solidify its leadership in the industry, having secured major long-term contracts with Waverley and Northern Beaches Councils and Eastlink and further scaling its Street Furniture network across Sydney.
The company plans to implement a digital network in Sydney’s eastern suburbs, covering iconic areas such as Bondi, Bronte, and Rose Bay.
As part of the agreement with Waverley Council, this also includes over a dozen of oOh!media’s sustainable innovative ‘Living Roof Shelters” on top of the bus shelters.
In the Northern Beaches, oOh!media has secured the tender to expand its existing presence in the area. The contract will cover 293 shelters from Manly to Palm Beach.
The company will also add a further 13 large-format digital sites as part of the Eastlink Motorway contract in Melbourne.
Eastlink is a tolled section of the M3 Freeway connecting a large area through the eastern and south-eastern suburbs of Melbourne, reaching commuters at scale.
O’Connor added: “oOh!’s recent success in securing major tender wins and expansion of the oOh!media network across the country further cements our status as Australia’s #1 Out of Home company.”
In a further win, oOh!media has also unveiled cutting-edge dual large format screens with full-motion 3D capabilities.
Two 3 x 5 metre screens erected at the Martin Place Retail Precinct can each leverage a full-motion creative interplay designed to capture attention and engage audiences as they enter one of Sydney’s busiest travel and retail hubs.
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