VMO has announced the expansion of its retail media network, VMO Shop, into New Zealand, securing rights to 20 major shopping centres across the country. This expansion includes key locations in Auckland, Christchurch, Wellington, and regional areas such as Invercargill, Queenstown, Hastings, and Taupō. The company plans to extend its coverage to over 50 shopping centres nationwide.
The network’s development includes the installation of more than 100 digital screens, focusing on supermarket proximity and large format displays. A standout feature is the new large format screen at Ormiston Town Centre, which occupies a central position in the main thoroughfare. This screen is the first of many similar installations planned across various high-traffic locations in New Zealand.
VMO Shop is designed to offer advertisers new opportunities to connect with a broad range of shoppers, including access to areas that have previously seen limited out-of-home (OOH) advertising. The network enables brands to strategically position their messaging along the shopper’s path-to-purchase, reaching target demographics in a retail environment.
VMO has a strong presence in the retail media sector, with one of the largest retail networks in Australia. The launch of VMO Shop in New Zealand represents a significant step in the company’s expansion strategy. VMO already operates the only office media network in New Zealand, further solidifying its footprint in the country.
Anthony Deeble, Chief Commercial Officer of the HOYTS Group and VMO, commented on the expansion, stating that the move builds on VMO’s extensive retail experience and established network in Australia. Deeble emphasized the importance of a strategic approach and a focus on quality in creating a network that benefits both partners and advertisers.
Paul Butler, Managing Director of VMO, noted that the development of VMO Shop in New Zealand was driven by the goal of providing new opportunities for brands to connect with audiences in key regions. Butler highlighted that the network allows advertisers to strategically position their brands where it matters most, reaching shoppers at crucial points in their purchasing journey.
The network’s key centres include Eastgate Mall, Coast Plaza, Invercargill Central, and Ormiston Town Centre, with further expansions expected as VMO Shop grows its presence in New Zealand.
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