oOh!media has unveiled the first of its large format signs that will feature on major Melbourne roadways as part of VicTrack‘s outdoor advertising.

This comes as no surprise considering the company has also just completed the acquisition of Victorian company, Country Wide Outdoor, as part of its strategy to expand its out of home credentials in the state.

The two billboard sites are located on Melbourne’s Ring Road, which carries up to 130,000 vehicles a day.

According to further research released by oOh! (from a Melbourne University report) 73 percent of commuters in Melbourne use their car, compared to Sydney, where the figure is 63 percent of commuters.

Also, Melbourne is the events capital of Australia (says oOh!media’s own research).

Chief Executive Officer of oOh!media, Brendon Cook, says “Melbourne is an outdoor rich environment with consumers spending an increasing amount of time away from home, (so) out of home media is a vital environment for advertisers to build their brands.”

“In addition to our oOhroad! activity in Melbourne, we also are continuing to build our oOhmobile! fleet, oOhretail! presence and the most extensive regional Victoria coverage through our oOhregional! road and retail infrastructure.

oOh!media has picked up some big clients, such as Nissan, McDonalds, TAC and Hard Yakka, so we may expect to see some out of home for those brands too.