oOh!media acquires Blue Tongue Outdoor, adds 35 sites to retail portfolio
Robbie Dery: "This expansion ensures we can deliver impactful, real-time engagement where it matters most."
oOh!media has announced the addition of 12 shopping centres across Australia to its retail media portfolio.
This expansion coincides with the outdoor advertising company's acquisition of Adelaide-based Blue Tongue Outdoor, adding a further 23 retail centre sites to oOh!’s portfolio. The deal extends oOh!’s long-term partnership with Blue Tongue Outdoor and brings its owner, David Widdop, into the oOh! team to implement the commercial network strategy across South Australia.
The 12 new retail centres, located across every Australian mainland state, include Town Hall Square in Sydney’s CBD, Kingston Village Square in Victoria, Market Central in Lutwyche, Queensland, and Butler Central in Western Australia.
"Our investment in adding these retail centres reflects our commitment to providing agencies and advertisers with a powerful, scalable platform to influence consumer decisions at the point of purchase," said oOh! chief commercial operating officer, Robbie Dery.
"This expansion ensures we can deliver impactful, real-time engagement where it matters most.
"Fully digitising our retail network and leveraging advanced digital capabilities and data partnerships strengthens our ability to secure key concession partnerships and drive exceptional results for our clients."
David Widdop of Blue Tongue Outdoor added: “We’ve had an amazing partnership with oOh! since 2008, and I’m excited to continue working with the team. oOh!’s expertise in Out of Home is unrivalled, and I am eager to collaborate with them on managing the transition across 23 of our retail centres in South Australia."
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Over the past six months, oOh! has installed over 200 new digital screens across the country and completed digital upgrades at more than 20 centres, including nine of the 12 newly acquired ones. The company has also installed digital screens at more than 50 Drakes Supermarkets stores in South Australia and Queensland.
The news follows the July announcement of oOh!media securing the long-term contract for Melbourne’s five new Metro Tunnel stations.
The Metro Tunnel, set to open in 2025, will create an end-to-end rail line from Sunbury in the west to Cranbourne/Pakenham in the southeast, featuring bigger trains and five new stations.
