oOh!media has announced the addition of 12 new shopping centres to its retail media portfolio, extending its reach across Australia. Additionally, the company has expanded its presence in Adelaide by acquiring Blue Tongue Outdoor, bringing 23 more retail centres under its management.
The 12 new centres are located in key areas across all mainland states, including Town Hall Square in Sydney’s CBD, Kingston Village Square in Victoria, Market Central in Lutwyche, Queensland, and Butler Central in Western Australia. These locations are vital shopping destinations, offering convenient access to essential services and goods.
In South Australia, the acquisition of Blue Tongue Outdoor significantly increases oOh!’s footprint in the region, adding 23 retail centres in Adelaide. As part of this deal, Blue Tongue Outdoor’s owner, David Widdop, will join oOh!media to oversee the commercial network strategy in South Australia.
oOh!media has been focusing on enhancing its retail network through increased digitisation. Over the past six months, the company has installed more than 200 new digital screens nationwide and completed digital upgrades at over 20 shopping centres, including nine of the newly acquired locations. The company has also expanded its digital presence in South Australia and Queensland by installing digital screens in more than 50 Drakes Supermarkets.
Robbie Dery, Chief Commercial Operating Officer at oOh!media, commented on the expansion, saying, “Our investment in these retail centres aligns with our strategy to provide agencies and advertisers with a scalable platform to reach consumers at critical points in their shopping journey. This growth enhances our ability to deliver impactful and timely advertising.”
David Widdop of Blue Tongue Outdoor added, “Our partnership with oOh! has been strong since 2008, and I’m looking forward to continuing this collaboration. oOh!’s expertise in the Out of Home sector is well-regarded, and I’m excited to work together on the transition of our 23 retail centres in South Australia.”
oOh!media’s growing digital network now spans a diverse range of retail centres across Australia, offering agencies and advertisers extensive opportunities to engage with shoppers. The company’s exclusive data partnerships, including agreements with Unpacked by Flybuys and Westpac DataX, allow for precise campaign planning and measurement, enabling brands to optimize their advertising strategies effectively.
