Melbourne’s Bourke Street Mall, a bustling hive of commerce, is set to become home to Australia’s biggest full motion, high resolution digital billboard, bringing a slice of New York’s Time Square to the culture capital.

Outdoor media company oOh!media has created the blockbuster, six storey 236 square metre screen known as ‘The Bourke’ that can showcase animated footage, movie trailers and digital ads in all their glory.

Roadshow Films, Vodafone, Corona and Audi have all signed up to be the first to advertise on this premium state-of-the-art digital billboard located in Melbourne’s retail heart linking Swanston and Elizabeth streets.

Noel Cook, oOh!’s group director – road  said he was delighted to unveil The Bourke – Australia’s largest high definition and full motion video capable billboard.

“The Bourke is the centrepiece of our digital strategy. With millions of dollars spent and two years in the making, it is the pinnacle of interaction allowing creative engagement with live feeds and social media capabilities,” Cook said.

“Advertisers now have a truly unique opportunity to make an unmissable impact with almost 100,000 pedestrians on average who pass the site every single day.

“We’re giving brands the opportunity to showcase content that will not only add to Melbourne’s vibrant cultural fabric, but literally turn heads in a city that boasts being Australia’s shopping mecca.”

This iconic site joins oOh!’s growing portfolio of digital billboards which also includes ‘The Emporium’ in Melbourne and oOh!’s new Signature Collection, a network of premium high-end digitised billboards being installed at famous locations in all of the country’s major capital cities.

To date the Signature Collection includes premium digital billboards in Adelaide’s CBD at the Corner of Rundle Mall and King William Street, Perth’s Mitchell Freeway, Brisbane’s iconic Story Bridge and three digital billboards on Sydney’s Southern Cross Drive at Mascot and Eastlakes, with further digital billboards set to be switched on in the second half of this year

In addition to displaying full motion advertising, ‘The Bourke’ will also carry local news, entertainment and weather, which will be updated live via the company’s proprietary in-house digital content management system, ARGYLE

‘The Bourke’ continues oOh!’s strategy by deliberately focusing on getting the right mix of digital and static inventory, so that in three years we will be generating significant revenue from digital inventory, complimented by continued investment in new media digital capabilities.