oOh!Media Outfront 2023: Move into retailer media market, cements 3D Anamorphic dominance, expands programmatic

oOh!media has today unveiled a major move into the retailer media market with the launch of reooh, an end-to-end out-of-home (OOH) offering for retailers to fast-track growth in the accelerating retail media marketplace.

With PwC predicting retail media spending will hit $2 billion annually by 2025, reooh is a new business division leveraging oOh!’s scale and capabilities as one of Australia’s biggest OOH retail media companies.

Launched at oOh!’s Outfront, reooh is a turnkey digital OOH solution enabling major retailers to build their own in-store digital OOH networks to both promote their own products and services to customers and drive new revenues as part of a wider retail media proposition.

Reooh draws on oOh!’s dominant retail media position, with over 6,000 assets in more than 500 shopping centres influencing in excess of $79 billion in consumer spending each year.

A key element of the offering is oOh!’s leading capability and investment in deploying anonymised customer transactional data across more than 400 buyer-graphic segments delivering attributable outcomes to retail advertisers.

Retailers partnering with reooh can access oOh!’s extensive expertise in digital OOH, including asset procurement, mobilisation, maintenance, remote monitoring, and ad and content serving.

oOh! CEO, Cathy O’Connor said: “As we lead OOH to a digital-first future, it is impossible to ignore the rise of retailer media. Australia’s retailer landscape is unique in many ways, with household brands commanding large physical footprints and large amounts of customer data and we know retailers will only continue building out their omnichannel media offerings in the years ahead.

“oOh! has a large and well-established retail media business, now we can bring our scale and expertise to retailers, leveraging our IP, core capabilities, network, data, technology and assets to play a major role in shaping the rapidly growing retail media landscape.”

oOh! is in discussions with major retailers and further announcements will be made in due course.


In conjunction with this news, oOh!Media also revealed launching a number of initiatives to make buying across its digital Out of Home network easier with an expansion of programmatic trading.

At its inaugural Outfront, Australia’s largest OOH media company also announced a new product innovation to maximise full motion video advertising and a major study to understand changes in how Australians move.

Programmatic trading expanded

Following the launch of programmatic trading across billboards and street furniture screens in November last year, oOh! is expanding its programmatic offering with additional inventory across its Office and Retail networks.

With the unrivalled scale of oOh!’s Office network, programmatic trading is now available across 460 office towers around Australia, enabling greater flexibility and agility for advertisers to reach the highly sought-after business professional audience.

oOh! is also bolstering its Retail offering, opening access to high-value portrait retail panels across select shopping centres nationwide.

With a network of more than 500 large, medium and small shopping centres, oOh! allows advertisers to target quality audiences in highly contextualised environments.

Cathy O’Connor, CEO, oOh! said: “Our strategy with programmatic digital Out of Home has been considered and deliberate, to complement, not contradict, what makes our channel unique. Extending programmatic trading in Office and Retail will deliver advertisers diverse, quality localised environments and hyper-targeted audiences at scale.”

Maximising social video advertising with oOh! motion

Following the exponential growth of social video, oOh! is bringing down the barriers to make it simpler for brands to extend social video advertising assets on oOh!’s national digital network.

oOh! motion is a new product innovation delivering full motion video across more than 9,000 screens throughout oOh!’s portrait digital video network.

Reaching 14.5 million or more than 70% of Australians each week in premium, indoor and high dwell environments, oOh! motion enables brands to effectively leverage video advertising created for social video, to engage with OOH audiences at scale and with impact.

oOh! motion can also overlay consumer transactional data in Retail, Study, Rail, Office, and Fly to create tailored campaigns that ensure brands are reaching the right audiences without wastage and creating unmissable opportunities for brands.

oOh!Media’s programmatic expansion.

Australians on the move

With OOH audiences now returning and growing, how people interact and move through the world around them is evolving. oOh! is investing to understand the latest audience movement trends with a major study into ‘How Aussies Move’.

Launching in early 2023, ‘How Aussies Move’ will reveal the future of work, travel, health and more, providing advertisers with the most current insights on how to best connect with audiences as they transition across OOH environments.

The study with our research partners, Pollinate, will also enable oOh! to take a future-focused view on city infrastructure, transport and consumer behaviour, ensuring OOH investments are maximised to meet changing travel patterns.

O’Connor said: “Gaining a deeper understanding of audiences and the role OOH plays in driving consumer action will remain a key focus for oOh! in 2023. How Aussies Move will highlight how people are moving, utilising and experiencing OOH public spaces, where they live, work and play. These insights ensure oOh! will remain ahead of the curve and provide increased visibility to inform campaign planning and brand success.”

3D Anamorphic ads.

In other news unveiled at the Outfront, oOh!media said it is expanding its full motion 3D Anamorphic offering, with the launch of oOh! dimensions, taking its screens and technology to the next level and providing an enhanced service for advertisers and agencies.

As the only OOH media company in Australia with full motion 3D Anamorphic assets, oOh! has partnered with leading local and international brands including Uber, BINGE, Disney and more, to deliver unmissable, attention-grabbing campaigns at The Bourke and Emporium sites in Melbourne.

Demand from advertisers and agencies wanting to launch immersive 3D Anamorphic brand experiences with oOh! has grown exponentially over the past six months, with forward bookings surging in 2023.

oOh! dimensions see investment in new capabilities, screen locations and technology that will bring new 3D Anamorphic opportunities to market and help simplify the process from creative through to production. This will result in even more breathtaking and impactful 3D Anamorphic campaigns exclusively with oOh!.

Supporting oOh! dimensions are experts from the creative and innovation hub, POLY, who will guide agencies and brands with the development of creative ideas and push the boundaries of what is possible with this innovative new creative format.

oOh! chief content, marketing and creative officer and CEO of POLY, Neil Ackland, said: “When it comes to 3DA, it’s really all about full-motion capabilities. oOh! is home to the only full-motion 3D Anamorphic assets in Australia. Following huge demand, oOh! dimensions bring all our capabilities together, streamlining and simplifying the creative and production process to drive greater creativity and deliver better outcomes for advertisers by making their brands unmissable.”


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