Outdoor media company oOh!media has inked a long-term renewal with The GPT Group for exclusive rights to large format digital displays across key retail centres in Melbourne and Sydney.

As part of the agreement, oOh! and GPT will install Australia’s largest retail curved wall-mounted LED digital screen, spanning 35 metres in length and 1 metre in height, at Melbourne Central. New digital column wraps next to Coles and Melbourne Central stations will also be introduced.

The new assets will debut in February 2025, creating what oOh! claims to be retail’s most impactful advertising opportunity when combined with the digital large format and Shot Tower activation. Melbourne Central alone welcomes 53 million visitors annually.

Other retail centres include the Highpoint Shopping Centre in Melbourne’s western suburbs, which is Victoria’s third largest shopping centre and the fifth largest in Australia. In New South Wales, oOh! has renewed its contract for the Rouse Hill Town Centre and Charlestown Square. The 100% digital screens in all four shopping centres include a variety of innovative formats such as double-sided suspended screens, single-sided wall mounts, and consecutive four-sided columns.

oOh! has continued its work to rapidly digitise its Out of Home retail network, with over 350 new installations completed so far in 2024.

Chief commercial operating officer at oOh!, Robbie Dery, said: "This large format contract with The GPT Group, following our small format agreement in November 2023, strengthens our leadership in retail Out of Home. With over 1.6 billion shoppers annually and high-impact digital displays, our retail network delivers 33% more consumer spend than other providers. The addition of Australia’s largest curved digital display at Melbourne Central will set a new standard for innovation in retail, offering brands an unmatched opportunity to create high impact on the path to purchase."

General manager of business development at The GPT Group, Kate Stone, said: "Our partnership with oOh! aligns with our vision to create dynamic, immersive shopping experiences. The introduction of new large digital formats will set a new standard for retail advertising, offering brands an innovative way to connect with shoppers. I’m excited to elevate the experience with a first-of-a-kind LED curved screen at Melbourne Central, delivering an unmissable moment for both shoppers and brands."