Ooh Media expands regional footprint with Wildstone partnership

Ooh Media has strengthened its regional out-of-home network with the addition of nine new large-format billboard sites across key Victorian regional centres including Geelong, Ballarat, Bendigo, Traralgon and Bairnsdale.

The expansion follows a long-term agreement with Wildstone Australia, which recently acquired Victoria’s leading regional operator, TOM. The deal includes two classic billboards and seven landmark digital assets, including a double-sided digital billboard on the Geelong Ring Road, one of Victoria’s busiest gateways, with more than 40,000 vehicles passing daily.

The additions boost Ooh's regional network to more than 2,800 large-format locations nationwide, covering every state and territory and the top 30 regional centres.

Robbie Dery, the Ooh Media’s chief commercial operating officer, said the expansion was aimed at capitalising on growth corridors across Victoria.

"Regional is an important part of our overall business and the addition of these premium digital sites in Victoria’s largest regional centres means oOh! continues to extend into key growth areas which enhance and extend our true national footprint," Dery said.

The timing of the new rollout comes ahead of the imminent launch of MOVE2, the industry’s upgraded audience measurement system, which for the first time will capture regional OOH inventory data.

“Geelong, Ballarat and Bendigo are thriving, with over 530,000 citizens and consumers,” Dery said. “By expanding coverage into areas like Traralgon and Bairnsdale, we’re giving brands even more opportunities to reach Australians at scale, with premium and unmissable large format assets.”

New digital billboards in Ballarat will join Ooh's existing presence along major transport routes like the Midland Highway. Meanwhile, the expansion into the Gippsland region and Warrnambool bolsters the network’s position across Victoria’s east and the Great Ocean Road tourism corridor.