oOh!media has secured a long-term renewal with real estate investment managers The GPT Group (GPT) for the exclusive rights to internal large format digital displays across key retail centres in Melbourne and Sydney.
As part of the agreement, oOh! and GPT will install a curved wall-mounted LED digital screen, spanning 35 metres in length and one metre in height, at Melbourne Central and new digital column wraps next to Coles and Melbourne Central stations to debut in early 2025.
With 16.4 million annual visitors, oOh! is renewing two existing large format digital sites at Highpoint Shopping Centre in Melbourne’s western suburbs and will introduce two new double sided, large format digital portrait displays.
In New South Wales, oOh! has renewed its contract for the Rouse Hill Town Centre, 45 kilometres north-west of Sydney and Charlestown Square 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.
Each is strategically positioned in high-traffic areas, designed to maximise visibility and engagement for brands seeking to connect with shoppers in a spending mindset.
oOh! chief commercial operating officer Robbie Dery said This large format contract with The GPT Group, following their small format agreement in November 2023, strengthens their 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," Dery said.
"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.”
The GPT Group general manager of business development Kate Stone said the partnership with oOh! aligns with their 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," Stone said.
"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.”
oOh! continues to rapidly digitise it’s Out of Home retail network, with over 350 new installations completed so far in 2024 alone. The new assets at the GPT locations will go live in February next year.
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