oOh!media has secured a long-term renewal with The GPT Group (GPT), one of Australia’s leading real estate investment managers, for exclusive rights to in-house large format digital screens at major shopping centers in Melbourne and Sydney .

As part of the deal, oOh! and GPT will install Australia’s largest curved retail wall-mounted digital LED display at Melbourne Central, spanning 35 meters in length and 1 meter in height. New digital column wraps next to Coles and Melbourne Central stations will also be introduced. These first-of-its-kind installations will debut in early 2025, creating the most impactful advertising opportunity in retail when combined with digital large format and Shot Tower activation.

One of Melbourne’s most iconic shopping centres, Melbourne Central welcomes 53 million visitors each year.

Other shopping centers include the upscale Highpoint Shopping Centre, located in Melbourne’s western suburbs, which is the third largest shopping center in Victoria and the fifth largest in Australia. With 16.4 million annual visitors, oOh! is renewing two existing large format digital venues at Highpoint and will introduce two new double-sided large format digital portrait displays.

In New South Wales, oOh! has renewed its contract for Rouse Hill town centre, 45 kilometers northwest of Sydney, in one of Australia’s fastest growing markets, and for Charlestown Square, the largest retail and entertainment destination from the Newcastle and Hunter region.

The 100% digital screens at all four shopping centers include a variety of innovative formats such as double-sided hanging screens, single-sided wall mounts and four-sided consecutive columns. Each is strategically positioned in high-traffic areas, designed to maximize visibility and engagement for brands looking to connect with shoppers in the spirit of spending.

“This large format contract with The GPT Group, following our small format agreement in November 2023, strengthens our leadership in Out of Home retail. With more than 1.6 billion shoppers annually and high-impact digital displays, our retail network generates 33% more consumer spending than other providers. The addition of Australia’s largest curved digital display at Melbourne Central will set a new standard for retail innovation, providing brands with an unrivaled opportunity to create a significant impact on the shopping journey,” he said. said Robbie Dery, Director of Business Operations at oOh!.

“Our partnership with oOh! aligns with our vision of creating dynamic and immersive shopping experiences. The introduction of new large digital formats will set a new standard for retail advertising, providing brands with an innovative way to connect with shoppers. I’m excited to enhance the experience with a one-of-a-kind LED curved display at Melbourne Central, delivering a must-see moment for both shoppers and brands,” said Kate Stone, Managing Director of Business Development at The GPT Group .

ooh! continues to rapidly digitize its out-of-home retail network, with more than 350 new installations completed so far in 2024 alone. The new assets at GPT sites will go live in February next year.