Adshel brand disappears as ‘Commute by Ooh’ is born

Ooh Media has officially integrated street furniture business Adshel into its business, rebranding the assets under the new Commute by Ooh banner.

According to the outdoor operator, it has now extended its audience reach to more than 90% of the Australian population.

All Adshel assets will now be named Commute by Ooh

It comes six months after the announcement Ooh Media would buy Adshel for $570m, and fewer than three months after the deal was completed.

When proposed, the merger detailed “cost synergies” of between $15m and $18m and the loss of the Adshel brand. Since completion, Adshel CEO Mike Tyquin and chief revenue officer, David Roddick, have both left the business.

Commute by Ooh’s assets add to Ooh Media’s other assets, which include roadside billboards, outdoor assets at major and regional airports, retail, an experiential marketing division, Locate by Ooh and content platforms including Junkee, Punkee and Uni Junkee.

Ooh Media CEO, Brendon Cook, said the company’s focus is now on demonstrating the new proposition.

“Our long-term strategy is to offer a diverse portfolio of media and advertising opportunities to reach the right audiences, at the right time, with contextually relevant creative,” Cook said.

“The Commute by Ooh products, environments and audiences really builds upon our A World of Unmissable proposition, with brands being even more Unmissable during both the journey and at the destination.

“We are now well placed to accelerate the growth of our business and see out of home reach 10% of the total media spend, by showing more advertisers the value we provide to brands and how our assets can help build their brands.”


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