oOh!media has achieved a significant milestone with the win of Transurban’s Melbourne and Brisbane motorway contracts, further solidifying its leadership in Australia’s large-format billboard sector.
This deal, which follows what oOh!media describes as “the most competitive Out of Home tender in the past 25 years”, will see the agency take over 42 premium motorway sites, 22 of which were previously held by incumbent JCDecaux.
The win positions oOh!media as the undisputed leader in both Melbourne and Brisbane markets, further expanding its nationwide large-format advertising footprint.
With this new portfolio, oOh!media now holds the most comprehensive collection of iconic digital and classic billboards, strategically located along key motorways, highways, and arterial roads in all five capital cities, as well as the 30 largest regional markets.
These include the crucial CityLink, Southern Link, and Western Link in Melbourne, a 22-kilometre stretch connecting major freeways and landmarks like the Tullamarine Freeway and Melbourne’s CBD.
In Brisbane, oOh!media is significantly expanding its presence with 13 new digital billboards and eight premium classic sites, adding to its already strong position in the city’s busiest corridors.
Strategic move to cement market leadership
Robbie Dery, oOh!media’s Chief Commercial Operating Officer, described the deal as a pivotal step in the company’s strategy to maintain its dominance in premium large-format advertising.
“Securing the Transurban portfolio is a monumental win for oOh! and a pivotal step in our strategy to deliver the most comprehensive, premium large-format advertising network in the country,” said Dery. “It strengthens our leadership in metro markets and ensures advertisers have access to the highest quality digital and classic assets along Australia’s busiest motorways.”
Mark Fairhurst, oOh!media’s Chief Revenue Officer, emphasised that this win marks a significant shift in market share, underlining why oOh!media should be the go-to partner for advertisers.
“With new premium sites across Australia’s busiest motorways in Melbourne and Brisbane, we’re providing brands an unrivalled opportunity to be unmissable at key moments in the daily journey of commuters,” said Fairhurst. “It’s not just about reach, it’s about delivering consistent, high-quality locations that drive results.”
Transurban partnership signals new opportunities for advertisers
The partnership between oOh!media and Transurban is poised to enhance the commuter experience while delivering greater value to advertisers.
Simon Harwood, Head of Commercial for Transurban Australia, expressed excitement about the collaboration, noting that it underscores their commitment to providing safe, reliable, and high-quality assets across the motorway network. “By leveraging oOh!media’s extensive expertise and innovative approach, we are confident that this partnership will enhance the commuter experience and deliver value to our stakeholders,” said Harwood.
This agreement follows oOh!media’s earlier win of the Eastlink Motorway contract in Melbourne, which added 13 new large-format sites.