oOh!media x Retail First
Outdoor media specialist oOh!media is currently negotiating several more contracts to expand its retail media business.
The company last year launched reo with an ambition to be the leading independent retail media business in Australia and New Zealand.
oOh!media posted flat revenue for the year to December but reported double digital growth so far in calendar 2025.
Revenue was up 0.3% to $635.63 million in the year and profit was 5.7% higher at $36.577 million.
However, revenue growth is up 14% so far this calendar year. Part of the company's growth plans is in the retail media business, helping retailers set up as media players.
Currently the company has more deals under negotiation, adding to the current clients Petbarn and Officeworks and Australia Post.
“We've undertaken work to better understand the market opportunity in the nascent retail media market and where our competitive strengths lie,” CEO Cathy O’Connor told AdNews.
“And we've recently been involved in several trials with major retailers, who are all forming their individual strategies in the retail media space
“We're currently in advance negotiations with several retailers, and anticipate we will have announcements on contract wins in the second half.”
The idea is to leverage oOh!media’s competitive strengths to create a strong pathway to diversify revenue.
The company has been running at bringing reo to operation, with people costs of $2.2 million, including media sales teams.
oOh!media, through its shopping centre network, is in contact with a lot of retailers.
“The conversations with reo have been a couple of years in the making, and we've been learning a lot about the space and the role that owned media can play,” O’Connor said.
That role of being an independent player in the space that can use our capabilities to build assets and to monetise assets, to educate and partner with retailers to help them to get to this space faster and more effectively, has gone very well.
“So reo is certainly on track for us as a nice adjacent business to what we do in the core.”
oOh! plans to accelerate growth ambitions through three strategic pillars.
The first is: Drive revenue and market share growth through better use of oOh!’s assets and faster client response times.
The second: Build a strategic portfolio of high-impact advertising assets that maximize audience reach while delivering strong value for investors
And the third is retail media, as explained in a briefing slide:
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