Ooh Media debuts 40-metre digital clock wrap at Melbourne Central in network expansion

Ooh Media has expanded its digital retail footprint, securing one of Australia’s largest curved LED digital screens at Melbourne Central as part of a major rollout of new high-impact advertising assets.

The 40-metre-long digital clock wrap, a first-of-its-kind installation, integrates with the famous Melbourne Central Clock, a key attraction in the shopping precinct. The large-format screen is positioned to engage the 53 million annual visitors who pass through the retail hub.

The rollout is part of a broader partnership with GPT Group, which includes 23 new and upgraded digital assets across major shopping centres. This includes 12 high-impact screens at Melbourne Central’s train station entrances and exits, featuring full-motion digital displays wrapped around three consecutive columns, as well as two additional screens above escalators leading to and from the station.

The expansion comes as shopping centre sales hit $173 billion last year, with Ooh Media adding 35 new centres and 500 digital panels to its growing retail portfolio, which now covers nearly 450 centres nationwide. The company says its Retail network delivers a 35% greater return on marketing investment compared to other Out of Home providers.

Beyond Melbourne Central, Ooh Media has also upgraded and expanded screens at Highpoint Shopping Centre - Victoria’s third-largest shopping precinct - and Rouse Hill Town Centre in Sydney’s north-west. The three locations collectively attract over 70.7 million visitors annually, generating $2.43 billion in retail sales.

Ooh Media’s chief commercial operating officer, Robbie Dery, said the expansion reinforces the company’s leadership in digital Out of Home advertising.

“The launch of the digital clock wrap, along with 23 new digital assets across key GPT retail centres, provides unparalleled opportunities for advertisers to engage millions of shoppers in high-impact environments,” he said. 

“We’re looking forward to another strong year in retail, and the addition of innovative new digital assets will boost this significantly.”