oOh! Media, the Australian outdoor advertising company, has expanded its retail media portfolio with the addition of 12 new shopping centres across the country. The company has also acquired Blue Tongue Outdoor, adding 23 more retail centres in Adelaide to its portfolio.

The new oOh! retail centres are located across Australian mainland states, including prime locations such as Town Hall Square in Sydney’s CBD, Kingston Village Square in Victoria, Market Central in Lutwyche, Queensland, and the Butler Central in WA.

In South Australia, oOh! has added 23 retail centres in Adelaide via its acquisition of Blue Tongue Outdoor. David Widdop, owner of Blue Tongue Outdoor, will now work within oOh! to implement the commercial network strategy across South Australia. The financial terms have not yet been disclosed.

The company has been investing in the digitisation of its centres, installing over 200 new digital screens across the country and completing digital upgrades at more than 20 centres in the past six months. The out-of-home media company has also completed the installation of digital screens at more than 50 Drakes Supermarkets stores in South Australia and Queensland.

"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. This expansion ensures we can deliver impactful, real-time engagement where it matters most," said Robbie Dery, chief commercial operating officer, oOh!

"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."

oOh! has digital assets across large, medium and small retail centres around Australia. Overall, it employs around 800 people across Australia and New Zealand, and had revenues of $633.9 million in 2023.