At its annual oOh! Outfront ‘25 event, oOh!media has launched a refreshed positioning as “Australia’s #1 out of home company’, as well as announcing a number of new tender wins.
Speaking at oOh! Outfront ‘25, CEO Cathy O’Connor, said: “Behind every great brand is oOh! – Australia’s #1 out of home company. oOh! is the leading force in Australian out of home across all key metrics and we are on a mission to help brands grow by making it easier to access our unrivalled scale.
“But being #1 goes beyond the metrics, it’s about the confidence advertisers and agencies have in us to get the results they want to achieve. It reflects our commitment to providing the best possible service and outcomes each and every time.”
To celebrate the new positioning, oOh! will launch a major new brand campaign. The “Behind every great brand. Literally.”, by creative agency, The Hallway, will run prominently across oOh! assets and in trade media.
oOh! wins Waverley Council, Northern Beaches expansion and Eastlink
oOh! has further scaled its Street Furniture network across Sydney, winning two new major long-term contracts in premium suburbs across the city.
The first is Waverley Council in Sydney’s eastern suburbs, covering areas including Bondi, Bronte, and Rose Bay. oOh! will implement a 100% digital network through these locations, including over a dozen of oOh!’s sustainable ‘Living Roof Shelters” on top of the bus shelters.
In the Northern Beaches, oOh! has secured the tender to expand its existing presence in the local government area. The contract will cover 293 shelters from Manly to Palm Beach. oOh! will make significant investments in the digital assets to enhance advertisers’ visibility in key destinations such as Manly Corso and Manly Beach.
oOh! will also add a further 13 large format digital sites as part of the Eastlink Motorway contract in Melbourne. Coming online in November, Eastlink is a tolled section of the M3 Freeway connecting a large area through the eastern and south-eastern suburbs of Melbourne.
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. It’s a testament to our relentless focus on innovation, scale, and delivering unparalleled value for brands.”
Cathy O’Connor
Strategic expansion of retail media division ‘the next big wave’
oOh!media is broadening the focus of its retail media division to incorporate sales representation of retailers’ assets across stores, websites, apps, and off-platform channels such as Meta, Google and oOh!media.
Its retail media arm is being rebranded to reo, reflecting the strategic shift from an in-store screens focus, to a full omnichannel digital offering for retailers.
oOh! states the new strategy places reo as a complete end-to-end sales solution, building sales teams to help retailers monetise their media channels including on-site, off-site and in-store, driving incremental revenues for retailers and return on advertising spend for advertisers and brands.
This end-to-end solution includes capabilities to sell to retailers’ trade suppliers and/or complimentary non-endemic advertisers via agencies.
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 launch, 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.”
reo will soon be announcing a number of new appointments, particularly bolstering its data and retail capabilities. The business has recently added key hires from retail media businesses including Zitcha, Mixin and Criteo.
Australia’s first dual large format screens with full motion 3D
Finally, oOh!media unveiled the first full-motion large format displays with synchronised 3D capabilities.
Located in Sydney’s Martin Place Retail Precinct, it features two expansive 3 x 5 metre screens that can each leverage a full-motion creative interplay.
oOh!’s creative and innovation hub, POLY, can also help brands adapt site-specific 3DA creative to be deployed at scale across Australia’s largest network of over 4000 full-motion digital screens, including retail centres, rail stations, airports, office towers and universities.
Josh Gurgiel, head of POLY, said: “For the first time in Australia, brands can tell their stories on synchronised large-format screens with full-motion 3D capabilities. By combining the power of reach and innovative technology, we continue to help brands achieve the kind of fame that resonates long after the campaign ends.”
Following the growth in popularity for faux Out of Home (FOOH) campaigns, oOh! has also announced the development of bespoke, interactive digital scans for its classic large format sites.