It’s been a massive year for Out of Home. From new innovations to media-first opportunities, 2025 delivered plenty to be proud of.
Welcome to oOh! Wrapped: a snapshot of the ideas, innovations and impact that defined the year.
In no particular order, here are ten standout oOh! moments from 2025 can underpin your brand’s success in 2026.
1. The launch of the Melbourne Metro Tunnel network
Melbourne’s newest commuter journey officially opened in 2025, and brands are already lining up to be part of it.
The Melbourne Metro Tunnel network delivers unparalleled opportunities for brands to be seen, remembered and truly connect with audiences at scale. It joins our existing CBD and suburban rail network, expanding reach and enabling dynamic, high-impact engagement throughout the city.
Alongside this, we’re delivering one of Melbourne’s largest street furniture transformations, converting hundreds of classic panels into state-of-the-art LED screens, ensuring brands are unmissable wherever people move.
2. The largest contract win of the decade
In the most significant multi-market large format tender in more than 25 years, we secured 42 premium motorway sites across Transurban’s Melbourne and Brisbane networks.
This landmark win firmly entrenched oOh!’s #1 position in both markets and further consolidated our leadership in large format Out of Home nationally.
Today with all assets launched, oOh! offers the most comprehensive portfolio of premium digital and classic sites across major motorways, highways and arterial roads spanning all five capital cities and more than 30 of Australia’s largest regional markets.
3. A media-first storytelling opportunity with the Bolte Bridge takeover
Following the Transurban win, we delivered an Australian media-first with the Bolte Bridge takeover, transforming one of Melbourne’s busiest thoroughfares into a sequential storytelling canvas.
With Telstra and Coopers Brewery as inaugural partners, the multi-billboard takeover enables creative narratives to unfold across a commuter journey, reinforcing brand messages through scale, repetition and impact.
It’s a powerful example of how Out of Home continues to evolve – unlocking new ways for brands to engage, surprise and drive results.
4. Completing the world’s only Beaches Out of Home Network
This year we completed one of the most unique Out of Home networks in the world – the Beaches Network.
Spanning more than 100 iconic coastal locations from Bondi and Palm Beach to St Kilda, Suttons Beach, Glenelg and Cottesloe, the network opens up premium advertising access across Australia’s most loved shorelines.
And more recently, we officially launched the Waverley Council network featuring living roofs, renewable power and hybrid shelters.
5. The upgrade of an icon
Anyone familiar with the oOh! network knows The Bourke.
Located at the heart of Melbourne’s CBD, at the intersection of Bourke and Swanston Streets, this six-storey icon is famously Australia’s largest 3D anamorphic screen.
This year, the site has been elevated a further four metres and fitted with the latest high-definition technology, delivering sharper visuals, smoother motion and clearer viewing angles. Encased in a sleek new frame, the site now offers brands an even more world-class stage in one of the country’s busiest pedestrian zones.
6. Sydney Metro’s first full year
The way Sydney moves has shifted in a big way over the past 12 months, and our Sydney Metro network is right at the centre of it.
In its first year of City services, Sydney Metro has recorded:
- 66.8 million journeys across the M1 line
- 98% customer satisfaction, with consistent praise for timeliness, cleanliness and reliability
Advertiser demand continues to surge as more assets continue to launch across the network, such as the first portrait large format at Waterloo – a true showstopper and the largest site in the Sydney Metro portfolio, measuring a massive 4.75m (H) x 8.5m (W).
7. The power of regional
Regional Australia continues to prove its value, and in 2025 we doubled down on its importance.
Alongside bringing together senior marketing leaders to spotlight regional growth, we added nine large format billboards across key Victorian locations including Geelong, Ballarat and Bendigo.
Data from Analytic Partners shows campaigns that include regional Out of Home deliver a 10% greater ROI than metro-only campaigns. When regional is added to metro OOH, customer acquisition more than doubles.
With the upcoming MOVE currency switch, regional audience measurement will be included for the first time – giving advertisers a clearer, more powerful view of the true scale these communities represent.
8. One-of-a-kind retail opportunities
Our continued commitment to launching premium digital Out of Home assets with GPT reinforces our leadership in retail media solutions.
In 2025, we introduced the digital clock wrap, multi-faced column screens, and more than 20 new digital assets across key GPT retail centres – offering advertisers unparalleled opportunities to engage millions of shoppers in high-impact environments.
This was further strengthened by our ongoing investment with QIC, delivering more than 250 new digital screens. Together, these networks provide brands with hyper-local targeting at scale, combining sophistication, flexibility and the reach required for peak retail moments.
9. Connecting brands with fans
Australia’s love affair with sport runs deep, and in 2025 we strengthened the way brands can connect with fans in moments that matter.
We’re proud to be the only OOH provider to unlock innovative content partnerships with organisations including Tennis Australia and Cricket Australia delivering live news, highlights and scores to audiences in real time.
With unique advertising integration opportunities, these partnerships create meaningful, high-impact brand connections – right when fans are most engaged.
10. Securing future opportunities
We’re always looking ahead to make sure we’re building a network that provides the best opportunities for our clients.
In 2025, we significantly extended our digital billboard network with a major contract win with Transport for New South Wales for more than a dozen new premium greenfield sites.
These hand-picked locations secure our presence on Sydney’s busiest motorways, with the potential to reach 5.4 million drivers every week.
This win reinforces our position as Australia’s leading billboard operator and reflects our long-term strategy of securing the most impactful sites across high-profile road corridors.
Looking ahead
From landmark contract wins and network expansions to media-first storytelling and smarter audience measurement, 2025 was a defining year for oOh!.
As we look to 2026, one thing is clear: Out of Home has never been more powerful, more flexible, or more integral to how brands connect with people in the real world.
With an unmatched national footprint, continual innovation and a clear focus on impact, oOh! is ready to help brands turn momentum into meaningful growth – wherever audiences live, move and gather next.
