TorchMedia, out-of-home specialists with high impact shopper and commuter facing media formats, has begun automated trading of a number of Caltex StarMart digital retail screens across Australia. The screens have been made available on Site Tour’s specialised automated trading exchange for outdoor media.

The Caltex StarMart digital screens selected are located in NSW, Victoria, Queensland, South Australia and Tasmania and will be traded for a 10-week period to gain further insights before a potential rollout of more inventory nationally. TorchMedia currently has access to over 900 Caltex StarMart petrol stations across the country which receive an average of 3.5 million customers per week – 450 of these are fitted with digital screens.

NBN Co is the first to purchase inventory through the system via trading desk, Cadreon. The creative is currently live across Caltex StarMart digital screens in the system.

“We’re excited to make Caltex StarMart digital OOH screens available through automated trading,” said Kirsty Dollisson, general manager, TorchMedia.

“The OOH sector continually registers strong revenue growth. A large part of this is due to forward thinking and a willingness to meet new technology head on. We believe OOH, particularly at the point of purchase, is one of the most valuable media assets available. Making it more accessible to buyers through the proven method of automated trading is a great thing. We’re encouraged by the work our team and those at Site Tour have done to make this happen and look forward to expanding the relationship.”

Steve Geelan, general manager, ANZ, Site Tour added, “Outdoor media in Australia has shown an enthusiasm to begin automated trading that is unmatched around the world. We have a strong OOH sector that isn’t resting on its laurels. Automation is a driver of growth and will help OOH claim a larger share of media spend. The partnership between TorchMedia and Site Tour is proof that OOH is keen to stake that claim sooner than expected. We believe that both Caltex StarMart, TorchMedia and the advertisers that buy them through our exchange will see significant benefits.”