oOh!media pulls plug on reo retail media arm

oOh!media will shut down its retail media arm reo by 30 June, as the company pivots back to its core out-of-home business.

The move marks a strategic reset for the ASX-listed media owner, which had been expanding into retail media in recent years.

This news follows the announcement of a leadership transition at the board level, with Chair Tony Faure set to retire after more than a decade with the company.

Refocus on core business

“oOh! will no longer pursue new retail partners under the reo retail media brand."

CEO James Taylor said the company will no longer pursue new retail partnerships under the reo brand.

“This choice recognises that retailer acquisition in Australia has progressed more slowly than anticipated, with retailers showing a clear preference for in-house retail media solutions,” he confirmed to Mediaweek.

“By concentrating on our core out-of-home business, we are positioning oOh! to deliver stronger, more sustainable returns.”

Petbarn partnership transitions

As part of the change, oOh!media will transition its retail media offering with Petbarn to an in-house model.

The Petbarn PetAds omnichannel platform will move under Petbarn’s control, with a structured transition period running through to 30 June 2026.

Existing assets remain

oOh!media said it will continue to operate its existing reo in-store screen network partnerships, despite exiting the broader retail media expansion strategy.

The company confirmed the decision will result in redundancies within the reo team.

“We have made the difficult decision to make a number of redundancies… and our priority is to support those whose roles are affected,” Taylor said.

Main image: James Taylor

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