oOh!media has secured one of Australia’s largest retail curved wall-mounted LED digital screens at Melbourne Central as part of a major rollout of 23 new and upgraded digital assets by GPT Group across its premium retail centres.
Spanning 40 meters long, the first-of-its-kind digital clock wrap installation at the landmark CBD Melbourne Central leverages the famous Melbourne Central Clock which draws crowds daily with its grand mechanical display, providing brands with the opportunity to connect with 53 million annual visitors passing through this iconic Melbourne retail environment.
In addition, 12 high impact digital screens at the entrance and exit of Melbourne Central’s station have been installed. Spanning three consecutive columns wrapped with full-motion digital screens, they deliver seamless storytelling in a high-traffic commuter environment. Two high-impact digital screens positioned above the escalators to and from the railway station have also been added to the suite of new digital assets.
Shopping centre sales rose by six percent to $173 billion last year and oOh! added 35 new centres and 500 digital panels to its Retail portfolio which now sits close to 450 centres nationwide. Reaching the most shoppers of any Out of Home company, oOh!’s Retail network generates a 35% greater return on marketing investment than any other provider*.
At Highpoint Shopping Centre in Melbourne West, Victoria’s third-largest shopping precinct, a large format portrait screen in the heart of the centre has been upgraded providing greater screen quality. Two new double-sided portraits have also been launched. A new double-sided portrait at Rouse Hill Town Centre in Sydney’s north-west has been added.
Robbie Dery, chief commercial operating officer at oOh! said: “Our continued commitment to launching premium digital Out of Home assets with GPT reinforces our position at the forefront of market-leading advertising solutions for brands. The launch of the digital clock wrap, along with 23 new digital assets across key GPT retail centres provides unparalleled opportunities for advertisers to engage millions of shoppers when they are in high-impact environments. We’re looking forward to another strong year in retail and the addition of innovative new digital assets will boost this significantly.”
Melbourne Central, Highpoint, and Rouse Hill collectively attract over 70.7 million visitors annually and generate $2.43 billion in sales. oOh! renewed a long-term agreement with GPT Group last year.
*Analytic Partners Market Mix Modelling study 2024
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