Australia’s largest 3D anamorphic billboard, ‘The Bourke’, has been upgraded, amplifying oOh!media’s presence in the Victorian capital.
The site has been raised by four metres and fitted with new high-definition display technology to improve image sharpness, motion smoothness and viewing angles. The digital display has also been enclosed in a new frame.
Brands including Pepsi, Dove, JLR and Spotify are among the first to use the updated site.
‘The Bourke’ was launched by oOh! in 2015 as the nation’s largest full-motion digital billboard. Located above the intersection of Bourke and Swanston Streets, it attracts around 1.7 million weekly views according to MOVE data.
3D billboard ‘The Bourke’ – before upgrade
Mark Fairhurst, oOh!’s chief revenue officer said: “Since its inception over 4,600 campaigns, including more than one-hundred 3D Anamorphic (3DA) executions, have run on ‘The Bourke’, making it one of Australia’s most sought-after Out of Home assets.
“It’s sheer size, commanding scale, and iconic placement set it apart as the premier screen for immersive 3DA and brand fame.”
To support advertisers using the upgraded screen, oOh!’s creative and innovation hub POLY has updated its digital twin and 3DA stage, enabling campaigns to be tested virtually before launch.
oOh! operates more than 3,800 billboard sites across Australia.
This upgrade comes after James Taylor was appointed as managing director and chief executive officer at oOh!media after more than a decade with public broadcaster SBS.
Taylor, who has led SBS since 2018, will join the Out of Home company in late 2025 or early 2026, succeeding Cathy O’Connor. O’Connor announced in April her intention to step down after more than four years in the role and will remain with oOh! until January 2026 to ensure an orderly transition.
Top image: After upgrade