oOh!media is expanding its emerging retail media division to capture a bigger share of the fast growing category.
This will include sales representation of retailers' assets across stores, websites, apps and off-platform channels such as Meta, Google and oOh!media.
oOh!, making an announcement at its Outfront ‘25, is rebranding its retail media arm to reo, from reooh, reflecting a shift from an in-store screens focus, to a full omnichannel digital offering for retailers.
reo has secured two retailers and completed pilots for in-store digital screens with several major Australian retailers.
Morgan Stanley forecasts retail media spending in Australia on in-house/owned ad platforms to grow to $2.8 billion in 2027 from around $1 billion in 2022.
“We were ahead of the curve in identifying retail media as the next big wave in advertising as brands shift their dollars towards channels that can prove return on investment and building out capabilities to support the needs of retailers," said CEO Cathy O’Connor.
“Since launch, we’ve seen strong engagement from major retailers wanting to build out their in-store digital screen networks, but their needs extended into sales monetisation of all channels. It’s a natural progression to extend into sales representation for retailers as it leverages a key strength of oOh!media.”
The strategy places reo as an end-to-end sales solution to help retailers monetise their media channels.
This includes capabilities to sell to retailers’ trade suppliers and/or complimentary non-endemic advertisers via agencies, leveraging oOh!’s award-winning national sales team and agency relationships.
reo will soon be announcing a number of significant new appointments, particularly bolstering its data and retail capabilities. The business has recently added key hires from retail media businesses including Zitcha, Mixin and Criteo.
Neil Ackland, chief content, marketing and creative officer, said oOh!media has a strong record and scale in monetising audiences on behalf of commercial partners such shopping centres, councils, universities, airports, transport hubs and airlines.
"And now we can add monetising retailer’s audiences to that list," he said.
"We hold deep and long-standing relationships with advertisers and agency partners so it’s logical that we can extend that benefit to the retailers we partner with.
"Our team is growing with top talent, and we are building a team to meet the needs of retailers to enable them to enter the market at pace. We’re ready to deliver outstanding results and lead the charge in this dynamic market.”
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