Australia Post joins retail media boom with in-store screen network

Australia Post will trial an in-store screen retail media network across 60 locations in Victoria, partnering with reo, powered by oOh!media, to offer advertisers new opportunities to reach customers.

The initiative will use reo’s retail media technology to display targeted messaging in Australia Post offices, engaging customers as they send or collect parcels and use other services. Australia Post will rely on reo’s sales team to manage media sales, allowing it to focus on core operations.

Australia Post operates one of the country’s largest retail networks, with 4,198 post offices - 2,553 of them in regional and rural areas. The trial could pave the way for a broader rollout, providing brands with access to a national in-store advertising network, including locations outside major cities.

Aimee Dixon, Australia Post’s general manager of enterprise brand and retail marketing, said the trial would help brands connect with consumers through its physical network.

“Our collaboration with reo is a key part of this strategy, allowing us to connect brands with customers through dynamic in-store media solutions,” Dixon said.

As part of the partnership, advertisers will also have access to oOh!media’s broader out-of-home network, extending reach beyond post office locations.

oOh!media’s chief retail media officer, Neil Ackland, said the network would provide a scalable advertising platform for brands while generating new revenue for Australia Post.

“Reo’s advanced infrastructure and extensive media expertise ensures Australia Post can unlock new revenue streams while maintaining focus on serving their customers,” Ackland said.

The agreement comes as retail media continues to post strong growth. Groupm forecasts the shows retail media expanded 26.5% in 2024 to $1.46 billion, with further growth of 28.1% expected in 2025.