oOh!media Launches Four Station Dominations on Melbourne Metro Tunnel
2026-09-28 · via DailyDOOH
oOh!media has launched four new station dominations across the Melbourne Metro Tunnel, giving advertisers large-format, always-on placements at Town Hall, State Library, Anzac and Parkville stations. For operators and buyers tracking transit media inventory, this expands one of Australia's biggest out-of-home contracts into new high-traffic underground sites just as Melbourne heads into a dense events calendar.
According to the company, the dominations combine pillar wraps, wall decals, digital wraps and other large-format executions, built to use the architecture and sightlines of each station. oOh!media says the format is designed to give brands an always-on presence among what it describes as a diverse and growing CBD audience, with exposure to nearby retail, business, education, health and cultural precincts.
The timing is deliberate. oOh!media points to an upcoming run of Melbourne events, including Spring Racing, Black Friday, the Christmas trading period, the Boxing Day Test, the Australian Open and Formula 1, as a reason for brands to secure the new sites early. Mark Fairhurst, the company's chief revenue officer, said the dominations give brands scale and presence for an always-on connection with audiences, and framed the launch as a chance for brands to be first to use the new network.
The creative work will run through POLY, oOh!media's in-house creative and innovation unit, which the company says will work with agencies and brands on bespoke executions rather than off-the-shelf formats. Alex Rog, POLY's product innovation director, described the goal as turning commuter journeys into immersive brand experiences that fold storytelling into the physical movement of people through the stations.
The announcement does not specify screen counts, resolution, media player hardware, or pricing for the new dominations, so buyers will need to go directly to oOh!media for technical specs and rate cards. It also does not say whether the digital wrap elements run on a unified content management system across the four stations or how they integrate with the rest of oOh!media's rail network.
Context
oOh!media was awarded the Melbourne Metro Tunnel contract in mid-2024, and these four dominations build on the company's existing rail domination footprint in the city, which already includes Flinders Street, Melbourne Central, Parliament and Richmond stations. That gives oOh!media a fairly dense cluster of large-format transit inventory across Melbourne's CBD rail corridor, which matters for media buyers weighing reach and frequency against other transit and street furniture networks in the market.
For digital signage operators, the news is a reminder that transit authorities continue to treat new infrastructure builds as an opportunity to bake in large-format digital advertising from day one, rather than retrofitting it later. The Metro Tunnel itself is a new piece of rail infrastructure, and oOh!media's positioning suggests these four stations were designed or adapted with domination-scale media in mind.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
New oOh!media Melbourne Metro Tunnel Dominations
oOh!media has launched four new station dominations across the Melbourne Metro Tunnel, enabling advertisers to create large-scale, always-on brand experiences at key stations on Melbourne’s newest rail network.
Mark Fairhurst , chief revenue officer, oOh!media, told us “We’re always looking for new ways to create unmissable moments for brands and give them more creative ways to be seen in the moments that matter. These dominations give brands the scale and presence to make a bold statement, while creating an always-on connection with audiences. With some of Melbourne’s biggest moments ahead, there is a real opportunity for brands to be among the first to make their mark.”
The creative dominations at Town Hall, State Library, Anzac and Parkville stations combine pillar wraps, wall decals, digital wraps and other large-format executions, giving brands the opportunity to create unmissable visual presence across the premium rail environments.
The launch comes at a pivotal time for Melbourne, with the city heading into a major calendar of audience moments including Spring Racing, Black Friday, the Christmas trading period, the Boxing Day Test, Australian Open and Formula 1.
oOh!’s creative and innovation team, POLY, will work alongside agencies and brands to develop bespoke executions that make the most of the architecture, sightlines and scale of the four new stations.
Alex Rog , product innovation director, POLY, said: “These multi-level dominations allow us to turn commuter journeys into immersive brand experiences. We’re excited to work with agencies and advertisers to create ideas that use the unique architecture and movement of these environments to make creative storytelling part of the commuter experience.”
With extended dwell times, the four dominations give brands an always-on presence among a diverse and growing CBD audience, while connecting with some of Melbourne’s most important retail, business, education, health and cultural precincts.
oOh!media was awarded the Melbourne Metro Tunnel contract in mid-2024, and the four new dominations build on its established rail domination offering across Melbourne, including Flinders Street, Melbourne Central, Parliament and Richmond stations, further expanding the ways brands can create high-impact, connected presence across the city.
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