Unlocking value for our Media business transformation

Through our media screens, we offer something valuable to brands – an opportunity to reach shoppers where they live, work and play. With 53 assets across Australia, that's impressive reach, and since undergoing a significant transformation, we are more targeted and really adapting our offer to meet the evolving expectations of our customers.

We chatted to Brooke McMonigle, Head of Media, to find out more.

VCX: In 2024, Vicinity made major changes to its media business. Can you recap the changes for us? 

BM: Over the past year, Vicinity has undergone a significant transformation in how we manage our media business. A key milestone was our partnership with Cartology, which now provides them with 100% sales representation for our large-format digital network as well managing and installing digital floor-based panels across our assets.  

Our internal Vicinity sales team continues to sell static media products, as well as external large format digital at Chadstone, and share the internal large format digital sales with Cartology. The remaining external large format digital screens across our portfolio are represented by multiple media vendors, including QMS, oOh!media, and JCDecaux. 

VCX: How have these changes benefited Vicinity?  

BM: These enhancements have created a more premium and targeted advertising experience across our centres, allowing brands to connect more effectively with their audiences.  

The shift to a fully digital floor-based panel network enables real-time, contextually relevant messaging, ensuring brands deliver the right message at the right time. This approach also prioritises high-quality, strategically placed screens that complement the shopper journey and maximise engagement, all available through Cartology.  

VCX: How has the media business grown over the past year? Any notable screens?  

BM: We’ve expanded our network with new high-impact screens, including Emporium Melbourne’s external digital screen with 3D capabilities. This premium asset has been used to its full potential, delivering highly creative, immersive campaigns – see how to product comes to life in the Garnier and Kérastase videos. 

Following its success, we’re now looking to replicate similar installations across our CBD assets in Brisbane and Sydney.  

VCX: What media products make up Vicinity’s network?  

BM: Vicinity’s media network includes:  

• Floor-based digital panels: over 950 screens throughout our centres   

• Large-format digital screens: 145 screens located in high-traffic areas  

• External landmark digital screens: 28 impactful large-scale screens   

• Static media products: banners and door decals  

VCX: What’s next for the media business?  

BM: A major milestone for 2025 will be the Outdoor Media Association (OMA) launch of MOVE2, a next-generation measurement tool that will provide more granular audience insights. This will give brands greater confidence to invest in the channel, reinforcing digital Out Of Home (OOH) as a core component of marketing strategies rather than just an add-on.  

We’ll also expand our network with new sites at Chadstone’s The Market Pavilion, a relaunch of our Digital Door products with additional internal and external screens, and new media sites at Chatswood Chase later in the year.  

VCX: What’s the best example you’ve seen overseas (or in Australia) that you’d love to implement here?  

BM: I’m particularly inspired by how international markets use 3D animated ads to create captivating, high-impact campaigns. The Australian market has yet to fully embrace this creative opportunity, but I believe there is huge potential.  

In the meantime, I was recently impressed by a static Chupa Chups campaign that used 100% Share of Voice to deliver a simple, clever, and engaging execution – demonstrating the power of creativity in the OOH space. We’re excited to explore more high-impact campaigns like this across our centres.  

VCX: What’s the next screen innovation we’ll see? Will AI be integrated?  

BM: We expect AI-driven programmatic advertising to become more prominent in digital OOH. Imagine a future where advertising adapts to real-time conditions – when the temperature hits 30°C, ice cream ads roll out; when it starts raining, screens promote raincoats and umbrellas.  

The evolution of dynamic creative and real-time data integration will enable hyper-personalised campaigns, allowing brands to deliver messaging that truly resonates with audiences at the right moment.  

VCX: How does sustainability factor into your media strategy?  

BM: Sustainability remains a priority for us. We’re introducing eco-friendly materials for static media products, allowing brands to advertise responsibly while still achieving high-impact results.