oOh!media has extended its partnership with QIC, a move that will see the media company represent QIC's large format digital screen network. The portfolio includes 28 screens across nine key retail destinations along Australia’s eastern seaboard.

As part of the extended contract, oOh! will also represent 33 small format digital screens across QIC’s portfolio. This move aligns with QIC’s real estate strategy to fully digitise their media platform. QIC manages a portfolio of some of Australia’s top shopping destinations including Eastland in Melbourne’s eastern suburbs; Canberra Centre in the nation’s capital, Robina Town Centre on the Gold Coast and Grand Central in Toowoomba.

The partnership includes the introduction of new large format displays at Castle Towers in Castle Hill, one of the largest shopping centres in the country, which attracts 20 million visitors annually. Other centres include Hyperdome, located in the Brisbane-Gold Coast growth corridor just 20 minutes south of Brisbane, Watergardens and Woodgrove, situated in Victoria’s expanding western corridor.

oOh!media continues to create the highest retail Out of Home network with over 1.6 billion shoppers annually and high-impact digital displays. In 2024, oOh! has upgraded more than 350 digital screens in its retail portfolio, with a fully digitised network planned by mid-2025. All centres will be live by December 1.

oOh!media, which claims to be the '#1 Out of Home company' in Australia and New Zealand, has over 35,000 assets across its national digital and classic network that reaches over 98% of metro Australians and 72% of metro New Zealanders every week. oOh!media had annual revenues of $634m in 2023 and employs over 900 people.

Robbie Dery, chief commercial operating officer at oOh!, commented on the partnership, "We are delighted to have renewed and extended our partnership with QIC. These highly valuable shopping centres along the eastern seaboard reach shoppers in premium environments along the path to purchase.

"The continued digitisation and upgrading of our assets will further enhance the customer experience while providing brands with more opportunities to reach them at scale."

Sally Harding, head of alternative income at QIC, also expressed her satisfaction with the partnership, "We value our long-term relationship with oOh!media which understands the needs of customers in what is a rapidly evolving retail media sector. This expansion aligns with QIC’s commitment to delivering high-quality experiences to a diverse and engaged audience."