oOh!media has revealed it will install Australia’s largest curved wall-mounted digital screen, spanning 35 metres, at Melbourne Central.
The Out of Home media company and The GPT Group (GPT), one of Australia’s leading real estate investment managers, made the announcement after confirming they had secured the long-term renewal for the exclusive rights to internal large format digital displays across key retail centres in Melbourne and Sydney.
New digital column wraps next to Coles and Melbourne Central stations, will also be introduced and these first-of-a-kind installations will debut in early 2025.
oOh! is also renewing two existing large format digital sites at Highpoint Shopping Centre in Mebourne’s western suburbs, introducing two new double sided, large format digital portrait displays.
In New South Wales, oOh! has renewed its contract for the Rouse Hill Town Centre and Charlestown Square – the largest shopping and entertainment destination in the Newcastle and Hunter region.
The 100% digital screens in all four shopping centres include a variety of innovative formats such as double-sided suspended screens, single-sided wall mounts, and consecutive four-sided columns.
Shoppers walking past one of the huge screens.
Each is strategically positioned in high-traffic areas, designed to maximise visibility and engagement for brands seeking to connect with shoppers.
Robbie Dery, chief commercial operating officer at oOh!, said: “This large format contract with The GPT Group, following our small format agreement in November 2023, strengthens our leadership in retail Out of Home.
“With over 1.6 billion shoppers annually and high-impact digital displays, our retail network delivers 33% more consumer spend than other providers.
“The addition of Australia’s largest curved digital display at Melbourne Central will set a new standard for innovation in retail, offering brands an unmatched opportunity to create high impact on the path to purchase.”
Kate Stone, general manager of business development at The GPT Group, added: “Our partnership with oOh! aligns with our vision to create dynamic, immersive shopping experiences. The introduction of new large digital formats will set a new standard for retail advertising, offering brands an innovative way to connect with shoppers.
“I’m excited to elevate the experience with a first-of-a-kind LED curved screen at Melbourne Central, delivering an unmissable moment for both shoppers and brands.”
See also: oOh!media Outfront 2025: Every announcement – new account wins, new branding campaign