oOh!media announces the expansion of its retail media division to monetise sales for retailers

oOh!media is launching a major strategic expansion of its retail media division, broadening the focus to incorporate sales representation of retailers’ assets across stores, websites, apps, and off-platform channels such as Meta, Google and oOh!media.

Announced at Outfront ‘25, the fast-growing retail media arm is being rebranded to reo, reflecting the strategic shift from an in-store screens focus, to a full omnichannel digital offering for retailers.

Since launch, reo formerly reooh, has secured two retailers and completed a number of pilots for in-store digital screens with several major Australian retailers. Now, following customer feedback on its value proposition and the significant opportunity, reo is expanding its offering to further capitalise on the booming retail media category which PwC estimates will hit $2.6 billion in Australia by 2026.

The new strategy places reo as a complete end-to-end sales solution, building sales teams to help retailers monetise their media channels including on-site, off-site and in-store, driving incremental revenues for retailers and return on advertising spend for advertisers and brands. This end-to-end solution includes capabilities to sell to retailers’ trade suppliers and/or complimentary non-endemic advertisers via agencies, leveraging oOh!’s award-winning national sales team and agency relationships.

Cathy O’Connor, CEO, oOh!media, said: “We were ahead of the curve in identifying retail media as the next big wave in advertising as brands shift their dollars towards channels that can prove return on investment and building out capabilities to support the needs of retailers.

“Since launch, we’ve seen strong engagement from major retailers wanting to build out their in-store digital screen networks, but their needs extended into sales monetisation of all channels. It’s a natural progression to extend into sales representation for retailers as it leverages a key strength of oOh!media.”

reo will soon be announcing a number of significant new appointments, particularly bolstering its data and retail capabilities. The business has recently added key hires from retail media businesses including Zitcha, Mixin and Criteo.

Neil Ackland, chief content, marketing and creative officer, oOh!media, said: “oOh!media has a strong track record and scale in monetising audiences on behalf of our commercial partners like shopping centres, councils, universities, airports, transport hubs and airlines. And now we can add monetising retailer’s audiences to that list.

“We hold deep and long-standing relationships with advertisers and agency partners so it’s logical that we can extend that benefit to the retailers we partner with. Our team is growing with top talent, and we are building a team to meet the needs of retailers to enable them to enter the market at pace. We’re ready to deliver outstanding results and lead the charge in this dynamic market.”