For this month’s Media Owner Spotlight, Vistar spoke to Georgina Fox, Head of Digital Sales at oOh!media. This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how oOh!media’s partnership with Vistar Media is enhancing digital advertising experiences in Australia and New Zealand.
Please describe your network in 2 sentences.
We are the #1 OOH company in Australia and New Zealand, with a network of more than 35,000 sites spanning every state and territory. Our unmatched scale, diverse asset mix, and advanced digital capabilities make brands unmissable.
What types of screens do you have / contexts can they be found?
Our network of assets – small and large, digital and classic – can be found roadside (billboards, street furniture), in retail environments, airports (plus lounges and in-flight entertainment), train stations, offices, and universities.
What regions do you operate in?
We operate across Australia and New Zealand, with assets in every state and territory in metro and regional areas, ensuring national reach combined with precision targeting capabilities.
What audiences do you reach?
Our network reaches 99% of metro Australians and 72% of metro New Zealanders every week. Through our exclusive data partnerships with Coles360 and Westpac DataX, we offer 1000+ audience segments, allowing brands to target specific demographics, behaviours, and purchase intent.
What sets you apart from other digital channels?
OOH is unmissable—it can’t be paused, skipped, or blocked. We combine this superpower with real-time flexibility through programmatic trading, allowing brands to target specific days, times, and audiences, and adjust campaigns instantly. Additionally, our digital screens enable dynamic and data-driven campaigns, ensuring brands connect with the right people at the right moment.
What is your network's main value proposition to a brand?
As the OOH network with the largest reach opportunity, a comprehensive data offering, a best-in-class creative team, and full-funnel advertising solutions all under one roof, we offer brands both effectiveness and efficiency in an increasingly fragmented media landscape.
What do you wish more digital buyers knew about OOH?
OOH is such an amazing addition to the wider programmatic ecosystem. OOH is the physical intersection of the online and physical world. Being able to include this non skippable, unmissable one to many format that’s a part of Australians’ daily lives into an omnichannel campaign is extremely powerful. We can really follow a consumer’s journey as they go about their day and their path to purchase.
How do you see digital out-of-home evolving over the next year?
We expect to see further adoption of programmatic, with the increased education of both publishers and agencies bringing forward more opportunities to use the channel to its full potential. As tech continues to develop, we expect to see higher use of Dynamic Creative Optimisation (DCO) and data to inform and execute complex campaign scenarios.
Is there anything else you'd like to highlight about your network?
Over 3,500 of our panels are enabled programmatically across retail, rail, office, street, billboards and airports, with universities soon to follow.
Why did you choose Vistar as a partner?
Vistar has been one of the clear leaders in the programmatic outdoor space in Australia. They have been focused on the development of capability and innovation, which has been really important in starting and growing our own programmatic offering. Outside capability, they have treated the relationship as a true partnership which is imperative when working together in such an integrated way.
What has been Vistar's most valuable contribution to your business?
As part of Vistar’s supply-side platform (SSP), Vistar provides us with the support to reach more regional and global advertisers.
What Vistar software capabilities do you find most useful?
The SSP has been the key piece for us to date. The inventory structure, deals capability and mediation tool have been a gamer-changer for our network.
What benefits have you been able to leverage by working with Vistar?
Thanks to Vistar’s support, we have received demand for our inventory from clients beyond our existing portfolio. This would not have been possible without Vistar’s effort and technological advice.
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