VMO expands retail media network with 100 new shopping centres

VMO has signed a new long-term partnership with Region Group that will see the retail media company add more than 100 neighbourhood shopping centres to its national network, bringing its total retail footprint to over 550 locations across Australia.

The agreement will see over 150 large-format digital screens installed across Region Group’s centres, including LED formats positioned in high-traffic FMCG zones. The expansion covers key metro cities including Sydney, Melbourne, Brisbane, Perth and Adelaide, as well as regional hubs such as the Hunter Valley, South Coast, Sunshine Coast and Whitsundays.

Region Group is one of Australia’s largest owners of grocery-anchored retail centres, managing properties that include 120 supermarkets and more than 2000 retailers.

Anthony Deeble, chief commercial officer of The HOYTS Group and VMO, said the deal marks a significant step forward for the business. “This partnership is a major opportunity in the Australian retail media landscape. It gives us access to a strong mix of sub-regional shopping centres and expands our presence across both metro and regional areas,” he said.

VMO managing director Paul Butler said the extended partnership would offer brand partners increased reach and impact at the point of purchase. “This is pivotal for our retail media network. It gives our partners the opportunity to connect with key audiences in more places and drive stronger campaign results,” he said.

Tim Weale, head of strategic partnerships and delivery at Region Group, said the long-term agreement builds on a proven collaboration. “We’re continually looking for ways to elevate customer experience, and VMO has implemented quality, impactful screen solutions that are fit for purpose at every location,” he said.

The new installations are expected to be completed by June 2025.