oOh!media has entered into a multi-year partnership with Nine to deliver exclusive 9News content across its national large format digital Out of Home network.

The collaboration will see 9News headlines displayed on 74 of oOh!’s large format digital billboards located in five capital cities: Sydney, Melbourne, Brisbane, Adelaide, and Perth, as well as in regional areas such as the NSW Northern Rivers.

The agreement stipulates the provision of more than 50 news updates each day, seven days a week, with content tailored specifically for local markets. This initiative is part of oOh!’s strategy to enhance the Out of Home experience by integrating high-quality, contextually relevant content at scale.

"The partnership with 9News is yet another step forward in our strategy to enhance the Out of Home experience by delivering high-quality, contextually relevant content at scale," Cathy O’Connor, CEO of oOh!, stated. "This initiative further reinforces oOh!’s commitment to making public spaces better by providing timely, attention-grabbing content that extends the value exchange for both audiences and our advertising partners."

To support this initiative, oOh!’s technology team, along with its creative and innovation hub, POLY, developed a responsive design solution for managing large-format digital content at scale. The new technology enables oOh! and Nine to utilise a single base template that adapts across all seven unique large-format specifications.

Fiona Dear, Nine’s director of news and current affairs, commented, "We have been actively evolving our news product to ensure we are reaching our audience where they are in their day-to-day lives. Whether that be on their daily commute, at work, or at home, we want our news content to be easy to consume and access. This partnership with oOh! is another piece to our puzzle, ensuring that we are broadening our distribution even further, and giving millions of Australians daily updates to keep them informed."

The partnership with 9News adds to oOh!’s existing media partnerships, which include News Corp Australia’s news.com.au, The Australian, and Vogue. This collaboration is part of oOh!’s broader strategy to create a dynamic platform that engages audiences and delivers greater impact for advertisers.

Bel Harper, chief product and marketing officer at oOh!, remarked, "We are continuously innovating to make our Out of Home network a dynamic platform that engages audiences and delivers greater impact for advertisers. This partnership is a testament to our commitment to scalable solutions for key partners such as Nine, who can leverage the scale of our premium digital network to deliver contextual news to more Australians every day."

oOh!media boasts over 35,000 assets across its digital and classic network reaching over 99% of metro Australians and 72% of metro New Zealanders on a weekly basis.