In the latest issue of SCN magazine, we bring together insights from key industry partners who play pivotal roles within the shopping centre industry. Through an engaging Q&A, we delve into their strategies, challenges and innovations, offering a behind-the-scenes look at how they are navigating the complexities of this dynamic sector. Here we feature Justin Kingston, Group Director – Retail oOh!media.

Can you tell us about oOh!media and the role it plays within the shopping centre industry?

For more than 20 years, oOh!media has led the Out of Home (OOH) retail space, building deep expertise and strong connections across the retail ecosystem. Through our experience with our partners, we understand the needs of property owners, advertisers and shoppers. My team works closely with our partners to ensure we are delivering the best outcomes, whether that’s attracting the right advertisers or installing and maintaining the screens and OOH assets throughout shopping centres. We’re involved at every step to create real value for everyone.

What is your current role and main responsibilities?

I lead a team of highly qualified people who are responsible for the growth and management of our national retail portfolio, ensuring we maintain our position as Australia’s largest retail network. This involves close collaboration with our property partners to develop strategies that maximise the potential of premium media assets and create mutual value. Our meaningful, long-term partnerships ensure our media solutions integrate seamlessly into the shopper’s journey, which is why we are a trusted commercial partner in retail.

Can you share some of oOh!’s recent projects?

It’s been an exciting and transformative year for our retail portfolio, and I am extremely proud of what we’ve achieved. Our focus has been on upgrading our classic formats with digital screens to create a fully digitised network across the shopping centres we manage. So far, we’ve installed more than 350 new panels this year, and we expect to complete the rollout by mid-2026.

This strong digital presence near FMCG brands and key retailers enables us to support the entire path to purchase, something only oOh! can offer, thanks to a network of more than 35,000 assets across different environments including, roadside billboards, street furniture and rail.

At the same time, we’ve secured new contracts and extended existing partnerships, reinforcing our position as the most trusted partner in the market. With more than 410 centres in our network, consumer spend across our portfolio has reached $75 billion.

Tell us more about these new contracts?

Earlier this year, we announced an additional 35 new shopping centres, nationally including 23 more retail centres in Adelaide.

We’ve renewed our long-term partnership with a number of other centres and we are working through some exciting and innovative opportunities for next year that will be sure to set the standard even higher in retail advertising.

Following our renewal of small-format assets with The GPT Group, we’re thrilled to expand our partnership to include internal large-format digital displays. This includes the installation of Australia’s largest retail curved wall-mounted LED digital screen, spanning an impressive 35 metres at Melbourne Central. We’re also introducing new digital column wraps near Coles and Melbourne Central stations.

Melbourne Central, VIC

Debuting in early 2025, these first-of-their-kind installations will combine with the digital large format and Shot Tower activation to create retail’s most impactful advertising opportunities.

What do you love about working at oOh!media and what excites you about your brand?

What excites me the most is the constant evolution and innovation in our work. Collaborating with a diverse range of property partners is incredibly rewarding, and the mutual trust we’ve built over the years makes expanding Australia’s largest OOH retail network even more meaningful. I also have the privilege of leading a talented team with deep expertise in retail property, and seeing them grow and continually enhancing our network, especially during the rapid digitising of our panels, is one of the most fulfilling aspects of my role.

What innovative technologies or solutions are you leveraging to enhance the shopping experience?

While technology is essential in today’s retail landscape, the key lies in how it integrates seamlessly into the customer journey. We’re excited to be working on a first-of-its-kind initiative in the Australian retail space.

The upcoming launch of MOVE 2.0 will elevate measurement capabilities, providing deeper insights into monthly, seasonal, and even an hourly basis. This initiative will enable shopping centres to gain an even greater understanding of foot traffic and audience behaviour.

By blending technology with creativity, we can target the right audience more precisely, especially as brands increasingly leverage dynamic, contextually relevant content in retail environments and near FMCG categories.

But it’s not just about the technology, it’s also about crafting experiences that leave a lasting impression on shoppers. Take Melbourne Central, for example – combining the iconic shot tower with a station domination creates a true centrepiece for advertisers. Our focus is always on partnering with our commercial clients to engage shoppers not just within the centre but also beyond, extending the experience across multiple touchpoints.

Macquarie Centre, NSW

How has consumer behaviour changed, and what strategies are you implementing to adapt to these shifts?

Consumer behaviour has evolved significantly. Shoppers are more informed, connected and selective than ever. They expect seamless and personalised experiences that are convenient. With strong property partnerships, innovative technologies and a focus on customer experience, we’re committed to keeping up with the expectations of consumers. Our vision is to continue leading the market by helping shopping centres thrive and create vibrant, connected spaces that benefit property owners, retailers and shoppers alike.

Do you have any memorable moments or proud achievements you can share?

One of the proudest achievements in my career was building the office media network at Executive Channel Network (ECN) from the ground up. As Chief Operating Officer (COO), I grew the network to more than 300 office towers and built a team of 26, forging strong relationships with some of Australia’s largest property owners. In 2012, we successfully expanded the business into Europe, proving the strength of our business model. ECN was acquired by oOh!media in 2016 and has continued to thrive, now powering more than 700 office towers in Australia and maintaining a presence across 650 key sites in Europe. Seeing the business flourish today is a testament to the solid foundation we created.

Your favourite shopping centre, retail precinct or place?

My favourite shopping centre is Macquarie Centre in Macquarie Park, NSW. It’s my go-to local and the largest in the area, but it also holds plenty of childhood memories. Being dragged around by my mum multiple times a week wasn’t exactly the highlight of my younger years, but the birthday parties at the ice-skating rink were something special. The rink remains one of the most unique features of the centre.

As an adult, it’s exciting to see the impressive digital installs by oOh! at Macquarie Centre. The entire centre is 100% digital, featuring large-format displays and standout opportunities, including NSW’s only asset with 3D anamorphic capabilities.

This exclusive Q&A feature is published in the latest issue of SCN magazine – premium members can view the digital magazine here.