OOH!Media 3D screen at Town Hall Station gives Melbourne’s Metro Tunnel advertising network a larger digital format for brands targeting busy commuter flows.

OOH!Media 3D screen expands Melbourne ads
Image: oOh!media

OOH!Media 3D screen strengthens the Town Hall site

OOH!Media has added a large-format LED display at Town Hall Station in Melbourne’s Metro Tunnel. The new installation brings a 3D-capable digital asset into one of the tunnel’s busiest commuter locations and extends the operator’s digital out-of-home presence inside the rail environment.

The screen measures 16 meters wide and 4.5 meters high, or about 52 by 15 feet. According to OOH!Media’s official announcement, it is the company’s largest full-motion, 3D-enabled digital asset in the Melbourne Metro Tunnel network. It also supports anamorphic creative and forced-perspective formats, giving advertisers a more prominent station display for motion-led campaigns.

Melbourne Metro Tunnel advertising network grows

The Town Hall Station LED screen sits within OOH!Media’s broader digital Metro Tunnel network. The wider Metro Tunnel project includes Arden, Parkville, State Library, Town Hall, and Anzac stations, so advertisers can use several major stops across the corridor.

OOH!Media says peak-hour services through the tunnel can run as often as every three minutes. That frequency supports commuter traffic through the network and places the new display inside a high-visibility rail advertising environment.

NAB, AGL, and Woolworths Group were among the first brands to appear across the Metro Tunnel’s fully digital LED network when it launched late last year, according to OOH!Media. The new Town Hall screen now gives agencies and advertisers another large-format option for full-motion 3D campaigns.

Full-motion 3D campaigns reach rail passengers

The latest installation follows other recent activity across the Metro Tunnel advertising network. That included a full-station campaign across State Library and Town Hall stations, where pillar wraps and wall decals were used together with station media.

OOH!Media said it is working with agencies and advertisers to develop more full-motion and 3D campaign concepts for the Town Hall site. The company also cited research suggesting that creative quality can make a significant contribution to marketing return on investment.

The operator’s rail media footprint also extends beyond Melbourne. OOH!Media also operates media assets across Sydney Metro, giving advertisers the option to plan campaigns across two of Australia’s largest city-center rail networks.