oOh!media is shutting down reo, its retail media arm come 30 June. The move aims to give the billboard provider more time to focus on its core out-of-home business.
“oOh! will no longer pursue new retail partners under the reo retail media brand,” oOh!media CEO James Taylor confirmed to B&T.
“This choice recognises that retailer acquisition in Australia has progressed more slowly than anticipated with retailers showing a clear preference for in-house retail media solutions.
“By concentrating on our core out-of-home business, we are positioning oOh! to deliver stronger, more sustainable returns.”
The news comes shortly after the media company revealed its retail media revenue dropped 6 per cent in 2025.
oOh! first moved into the retailer media market in the back end of 2022 with the launch of reooh. The end-to-end OOH offering was poised to help retailers fast-track growth in the retail media market.
Two years later and the billboard provider announced a strategic expansion of reooh in a bid to help retailers monetise sales more effectively.
With a simplified name of reo, the expansion of the retail media arm was in a bid to represent retailers’ assets across stores, websites, apps, and platforms like Meta and Google, moving beyond in-store screens to a full omnichannel digital offering.
Taylor also confirmed to B&T that the company is now in a transition period, before officially shutting the doors at reo.
“In discussions with our valued retail media client Petbarn, we have both identified better outcomes for our businesses with the effective transition of the Petbarn PetAds omnichannel offering to be operated in-house by the Petbarn team. This will include a structured transition period to 30 June 2026. We will continue to operate our existing reo in-store screen network partnerships.
B&T understands that oOh! will continue to operate the existing in-store screen network partnerships which include Australia Post and Officeworks. It’s only Petbarn that will move in house, as it was the only client that reo did the ad selling for.
As a result of reo shutting its doors, oOh! has “made the difficult decision to make a number of redundancies within the reo team” and the billboard provider will “support those whose roles are affected.”
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