oOh!media has announced a strategic expansion of its retail media division, rebranding it as “reo” to reflect its broader focus on sales monetization for retailers across multiple platforms. The division, formerly known as reooh, will now provide retailers with an omni-channel solution that covers not only in-store digital screens but also websites, apps, and external platforms like Meta and Google.
This shift comes as the retail media market in Australia continues to grow, with PwC forecasting the sector to reach $2.6 billion by 2026. reo has already secured partnerships with two retailers and conducted pilot programs with major Australian brands, demonstrating the potential for further growth in this category.
As part of the expansion, reo will support retailers in monetizing their media assets across on-site, off-site, and in-store channels. By building dedicated sales teams, reo aims to help retailers generate additional revenue streams and improve return on advertising spend. This includes facilitating media sales to retail trade suppliers and non-endemic advertisers through agencies, leveraging oOh!media’s extensive national sales network.
Cathy O’Connor, CEO of oOh!media, commented on the company’s proactive approach to retail media. “We recognized early on that retail media would become a key focus for advertisers, and we’ve been building out our capabilities to meet the needs of retailers,” she said. “Extending into sales representation for retailers is a natural progression that aligns with our strengths.”
To support its expansion, reo is bolstering its team with experienced hires from leading retail media companies, including Zitcha, Mixin, and Criteo. These appointments will enhance reo’s data and retail capabilities as it continues to build out its offering.
Neil Ackland, Chief Content, Marketing & Creative Officer at oOh!media, noted the company’s long-standing relationships with advertisers and agency partners. “We’ve successfully monetized audiences across various sectors, and now we’re extending that expertise to retail,” Ackland said. “Our team is ready to help retailers enter the market quickly and achieve strong results.”
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