Melbourne DOOH Guide · 2026

DOOH Advertising in Melbourne

AdQuick aggregates Melbourne's 4,500+ digital screens -- the CBD, Federation Square, Chapel Street, MEL airport, and the tram network -- into one plan-buy-measure workflow. CPMs A$8 programmatic to A$45+ on Bourke St and MCG-adjacent LEDs; activate from A$2,500, six-figure Australian Open and AFL Grand Final takeovers.

Inventory, costs, programmatic paths, MOVE 2.0 measurement, and Ad Standards / VicRoads / PTV / Melbourne Airport approvals — every format, vendor, CPM band, and buying path for DOOH in Melbourne in 2026, in one place.

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18,000+ digital screens
MOVE 2.0 audience currency
AUD $1,500 open-exchange minimum
AUD or USD settlement
18,000+
Digital OOH screens in Melbourne
$12–$140+
AUD CPM range
$3,000
AUD test campaign minimum
80%+
Digital share of Melbourne OOH spend
Access all DOOH formats
Digital Billboards
Transit & Airport
Place-Based
Programmatic

Digital out of home advertising in Melbourne

An estimated 18,000+ digital screens across Metro Trains Melbourne, Yarra Trams (the world's largest tram network), Melbourne Airport (MEL) and Avalon Airport (AVV), Federation Square, Bourke Street Mall, Chadstone, EastLink and Monash Freeway, MCG and Marvel Stadium precincts, and place-based laneway venues — with typical CPMs from AUD $12 to $140+.

Overview

What Is DOOH Advertising in Melbourne?

Digital out of home (DOOH) is outdoor advertising delivered on digital screens — LED, LCD, and e-paper — rather than printed static posters. In Melbourne, DOOH spans Metro Trains Melbourne's 16-line suburban rail network (213 stations including Flinders Street, Southern Cross, Melbourne Central, Parliament, and Richmond), Yarra Trams (the world's largest tram network — 250 km across 24 routes), Melbourne Airport (MEL Tullamarine) and Avalon Airport (AVV), Federation Square's iconic big-screen precinct, Bourke Street Mall, the CBD's Hoddle Grid, landmark retail at Chadstone ("The Fashion Capital of Australia"), Melbourne Central, Emporium, QV, and The Strand, EastLink and Monash Freeway roadside networks, the St Kilda Road / South Yarra / Chapel Street corridor, MCG (capacity 100,024) and Marvel Stadium precincts, residential apartment LCDs in Southbank / Docklands / South Yarra, and place-based screens in Melbourne's famous laneways (Hardware Lane, Degraves Street, Little Collins), Lygon Street, Smith Street Fitzroy, and St Kilda hospitality. Melbourne is Australia's second-largest DOOH market and a key hub on IAB Australia's pDOOH maturity curve, with digital now accounting for roughly 80%+ of total Melbourne OOH ad spend — among the highest digital shares of any major global city.

Melbourne DOOH inventory is transacted on CPM, Share of Voice (SOV), 4-weekly package (the Australian OOH standard), or programmatic guaranteed (PG) pricing. Inventory falls across four broad layers — iconic landmarks, transit, street-level digital, and place-based.

Iconic Takeover

Federation Square, Flinders Street Station, Southern Cross Station, and Bourke Street Mall landmark LEDs. Tourism, retail, and brand-moment buys on SOV packages.

Transit

Metro Trains Melbourne (213 stations, 16 lines), Yarra Trams (250 km, 24 routes), Melbourne Airport (MEL) and Avalon Airport (AVV) digital, V/Line regional rail.

Street-Level

EastLink, Monash, and Tullamarine Freeway roadside digital, JCDecaux Australia bus shelters, taxi / rideshare digital across the CBD and inner suburbs.

Place-Based

Chadstone, Melbourne Central, Emporium, QV mall digital, MCG / Marvel / AAMI / Rod Laver stadium precincts, apartment elevator LCDs, cinemas, laneway café and bar networks.

Melbourne at a glance: the second-largest DOOH market in Australia
MOVE 2.0 audience currency · Ad Standards / AANA Code of Ethics · IAB Australia pDOOH standards · VicRoads / PTV / Melbourne Airport approvals.
213
Metro Trains Melbourne stations across 16 lines
250 km
Yarra Trams network — the world's largest by route length
100,024
MCG capacity — largest stadium in the Southern Hemisphere
$1,500
AUD open-exchange minimum on programmatic DOOH
Pricing Data

Melbourne DOOH Advertising Cost

DOOH pricing in Melbourne depends on venue type, format, daypart, campaign duration, and buying model. Four pricing models are in active use.

CPM

Cost per thousand impressions — increasingly dominant for programmatic DOOH (pDOOH). Range: AUD $12–$140+ depending on venue.

Share of Voice

SOV / 4-weekly package — dominant for premium Federation Square, Bourke Street Mall, Chadstone, and roadside landmark LEDs. The Australian OOH industry prices on 4-weekly "in-charge" cycles rather than monthly.

4-Weekly Rate

Fixed booking — used on many direct-buy transit, mall, and roadside packages. The Australian standard buying cycle.

Programmatic Guaranteed

Fixed impression count at a negotiated CPM, delivered via DSP against a reserved deal ID.

Indicative Melbourne DOOH rates by format (2026)

Format Typical CPM (AUD) Typical Minimum Buy Buying Model
Apartment / office elevator LCD $12–$25 $4,500/4-weekly Loop share / programmatic
Metro Trains Melbourne station digital poster $20–$45 $8,000/4-weekly SOV / programmatic
Flagship station dominations (Flinders Street, Southern Cross, Melbourne Central, Parliament) $40–$110 blended $50,000/4-weekly Direct / PG
Yarra Trams digital (in-tram + stop-side where applicable) $18–$38 $6,500/4-weekly SOV / programmatic
TorchMedia rail digital (V/Line regional + Metro) $18–$35 $6,000/4-weekly SOV / programmatic
Melbourne Airport (MEL) digital $60–$140 $30,000/week Direct / PG
Avalon Airport (AVV) digital $40–$90 $15,000/week Direct / PG
Bus shelter / street furniture (JCDecaux Australia) $18–$38 $5,500/4-weekly SOV / programmatic
Taxi / rideshare (Cabcharge, 13Cabs) digital $14–$30 $5,000/4-weekly Programmatic / direct
Premium mall digital (Chadstone, Melbourne Central, Emporium, QV, The Strand, Westfield Doncaster / Southland / Fountain Gate) $35–$85 $10,000/week SOV / programmatic
Federation Square / Flinders Street / Southern Cross landmark LEDs Quoted by slot share $45,000–$150,000/4-weekly SOV packages
Bourke Street Mall pedestrian digital Quoted by slot share $35,000–$120,000/4-weekly SOV packages
EastLink + Monash Freeway + Tullamarine Freeway roadside digital $45–$120 $20,000/4-weekly SOV / PG
MCG + Marvel Stadium + AAMI Park precinct digital Quoted by event / 4-weekly $25,000–$100,000/event SOV / PG
Cinema digital (Village Cinemas, Hoyts, Event Cinemas, Nova) $45–$95 $12,000/week SOV / direct
Mobile Marketing Australia (mobile DOOH trucks) Quoted per route $8,000–$25,000/week Direct
Programmatic open exchange (blended) $15–$55 ~$1,500 test Auction

Ranges reflect typical Melbourne in-charge rates for commercial campaigns; agency-negotiated rates and programmatic auction clearing prices can run below these floors. For live quotes tied to actual availability, pull pricing through the AdQuick marketplace.

Venues & Corridors

Melbourne DOOH Format & Venue Breakdown

DOOH inventory in Melbourne is defined by venue environment, not creative format. Below: the venue categories that matter and who owns them.

Venue Category Primary Media Owners Typical CPM (AUD) Best For
Metro Trains Melbourne (213 stations, 16 lines) TorchMedia, oOh!media $20–$110 Mass commuter, suburban reach
Yarra Trams (world's largest tram network) oOh!media, JCDecaux Australia $18–$38 Melbourne-distinctive commuter + tourism
Melbourne Airport (MEL Tullamarine) oOh!media, JCDecaux Australia (concessionaires) $60–$140 International + domestic premium travellers
Avalon Airport (AVV) Airport concessionaires $40–$90 Regional Victoria + low-cost domestic + Geelong corridor
Landmark digital (Federation Square, Flinders Street, Southern Cross, Bourke Street Mall) oOh!media, QMS Media, building concessionaires SOV packages Iconic brand moments, tourism, retail
EastLink / Monash / Tullamarine Freeway roadside oOh!media, QMS Media, POA, Civic Outdoor $45–$120 Drive-time, commuter, B2B corridor
Premium malls (Chadstone "Fashion Capital", Melbourne Central, Emporium, QV, The Strand, Westfield Doncaster / Southland / Fountain Gate) oOh!media Cactus (retail), QMS, Val Morgan Outdoor, mall concessionaires $35–$85 Shoppers, fashion, CPG, luxury
JCDecaux Australia street furniture JCDecaux Australia $18–$38 Pedestrian, hyperlocal
Apartment / office elevator LCD oOh!media, local operators $12–$25 Residential, B2B, captive dwell
Stadium precincts (MCG, Marvel Stadium, AAMI Park, Rod Laver Arena) Stadium concessionaires, QMS Event packages AFL, cricket, tennis, Formula 1
Taxi / rideshare (Cabcharge, 13Cabs, Uber-adjacent) Local operators $14–$30 Nightlife, 25–45 mobile reach
Cinema digital (Village, Hoyts, Event, Nova) Val Morgan Outdoor, cinema media $45–$95 Entertainment, premium audiences
Place-based (cafés, laneways, gyms, bars) Local networks $20–$55 Lifestyle, hospitality, 25–45
Mobile DOOH (trucks, vehicle-mounted) Mobile Marketing Australia Per route Route-specific, event, activation

Signature Melbourne DOOH sites

Iconic Melbourne Estates

Federation Square / Flinders Street Station / St Paul's Cathedral cluster: Melbourne's civic heart; the intersection of Swanston and Flinders with Fed Square's big screens and Flinders Street's iconic station-front digital.
Bourke Street Mall: Melbourne's pedestrianised shopping heart between Elizabeth and Swanston streets; anchored by Myer, David Jones, and Emporium Melbourne.
Southern Cross Station: the Docklands-end major regional and metropolitan rail hub with premium digital.
Chadstone Shopping Centre ("The Fashion Capital of Australia"): one of Australia's largest and highest-turnover shopping malls.
Melbourne Central, Emporium Melbourne, QV, The Strand, Westfield Doncaster / Southland / Fountain Gate: the CBD and suburban premium mall estates.
EastLink corridor: the 39 km tollway linking Frankston to Ringwood; one of Melbourne's most-travelled commuter arteries with high-value roadside digital.
Monash Freeway: Melbourne's main eastern commuter arterial; concentrated roadside digital.
Melbourne Airport (MEL): Australia's second-busiest airport; T1/T2/T3/T4 (Jetstar) concession digital.
MCG (Melbourne Cricket Ground) and the Melbourne Sports and Entertainment Precinct: the MCG, Marvel Stadium, AAMI Park, Rod Laver Arena, and Margaret Court Arena cluster (home to AFL, cricket, Australian Open tennis, Formula 1 Grand Prix Melbourne).
Chapel Street / Prahran / South Yarra: Melbourne's creative/hospitality corridor through Windsor, Prahran, and South Yarra.
Smith Street Fitzroy / Collingwood / Brunswick Street: the creative-class hospitality and lifestyle corridor.
Lygon Street Carlton: the Italian / university-adjacent hospitality street.
Docklands / Collins Street / Bourke Street grid: the CBD business core.

Best DOOH suburbs & corridors in Melbourne

Area / Suburb Audience Profile Signature Formats
Melbourne CBD / Hoddle Grid (Collins, Bourke, Flinders, Spencer) Business, tourism, luxury, 25–55 professionals Federation Square, Flinders Street Station, Bourke Street Mall, Collins Street office elevator
Southbank / Docklands Premium residential, MCG/Marvel precinct, arts/Eureka Tower Southern Cross digital, Docklands LEDs, Crown Entertainment Complex
South Yarra / Prahran / Windsor / Chapel Street Affluent young professional, luxury retail, nightlife Chapel Street LEDs, South Yarra Station, tram stops
Fitzroy / Collingwood / Carlton / Brunswick Creative class, hospitality, universities, 25–40 Smith Street, Brunswick Street, Lygon Street, tram corridor
St Kilda / Elwood / Balaclava Hospitality, beach, creative, 25–45 St Kilda Esplanade, Acland Street, tram 96 corridor
Richmond / Cremorne / Hawthorn / Kew Mixed affluent residential, tech/digital, 25–55 MCG precinct, Bridge Road, Richmond Station
Chadstone / Malvern / Caulfield / Glen Iris Affluent residential, "Fashion Capital" Chadstone, luxury Chadstone Shopping Centre, roadside digital
Doncaster / Box Hill / Balwyn / Kew East Affluent residential, Chinese-Australian community concentration Westfield Doncaster, Box Hill Mall, Eastern Freeway
Brighton / Sandringham / Hampton / Mentone Premium coastal residential Bayside roadside, Brighton mall, Nepean Highway
Southland / Frankston / Mornington / Peninsula corridor Middle-market residential, EastLink-adjacent Westfield Southland, EastLink roadside digital
Footscray / Yarraville / Werribee / Point Cook Diverse middle-market, west growth corridor Footscray Station, Highpoint Shopping Centre, Werribee Plaza
Melbourne Airport (MEL Tullamarine) International + domestic premium travellers T1/T2/T3/T4 digital, airport hotel cluster
Avalon Airport (AVV) Regional Victoria + Geelong corridor AVV terminal digital
EastLink / Monash / Tullamarine corridors Commuter drive-time audience Roadside digital LEDs
MCG / Marvel Stadium / AAMI Park / Rod Laver Arena precinct AFL / cricket / tennis / F1 event-driven Precinct digital, event-window takeovers
Transit & Roadside

Metro Trains Melbourne, Yarra Trams & EastLink / Monash: Formats, Specs & Reach

Three reference points define Melbourne DOOH: Metro Trains Melbourne (213 stations across 16 lines, with the new Metro Tunnel stations coming online), the Yarra Trams network (the world's largest tram network by route length, with 250 km across 24 routes and ~200 million annual passenger trips — Melbourne's most distinctive transit identifier), and the EastLink + Monash Freeway roadside digital corridor.

Metro Trains Melbourne and Yarra Trams digital formats

Transit Format Dimensions / Resolution Typical Location Slot
Platform digital 6-sheet 1080×1920 portrait Platform walls, concourses 10 sec in 60-sec loop
Digital lightbox / column wrap Various Station pillars, passageways 10 sec
In-train LCD 1920×1080 Carriage interiors 10 sec loop
Yarra Trams in-tram digital 1920×1080 or portrait Tram interiors 10 sec
Station Digital Domination Multiple synchronised screens Flinders Street, Southern Cross, Melbourne Central, Parliament, Richmond, Flagstaff Customised

Creative approval: Metro Trains Melbourne creative is reviewed by Public Transport Victoria (PTV) and operator concessionaires under MTM and PTV policies. Yarra Trams creative goes through Keolis Downer / oOh!media. Allow 7–10 business days for clearance. Alcohol, gambling, pharma, tobacco (banned), political (AEC/VEC rules during elections), and categories restricted under the AANA Code of Ethics carry limits.

EastLink / Monash / Tullamarine Freeway roadside digital

EastLink (the 39 km tollway linking Frankston to Ringwood via the Mullum Mullum Tunnel), Monash Freeway (Melbourne's primary eastern commuter arterial to the Dandenongs and Gippsland), and Tullamarine Freeway (the airport arterial) are the three concentrated roadside digital corridors. Ongoing conversion of static to digital continues on these corridors. VicRoads regulates motion, brightness, and placement under its Roadside Advertising Guidelines.

MOVE 2.0 — the Australian audience currency

Australian OOH and DOOH is measured through MOVE 2.0 (Measurement of Outdoor Visibility and Exposure), the Outdoor Media Association-owned audience measurement system that replaced the original MOVE in 2023. MOVE 2.0 combines traffic counts, mobile panel data, and eye-tracking research to produce Likelihood to See (LTS) impressions — the Australian equivalent of the UK's Route VAC, Germany's ma DOOH VAC, and Geopath's US impressions. MOVE 2.0 is one of the world's most sophisticated OOH currencies and gives Melbourne DOOH rigorous measurement.

Programmatic

Programmatic DOOH (pDOOH) in Melbourne: How to Activate

Australia is among APAC's most mature pDOOH markets, with IAB Australia's "Powering DOOH" events in Sydney and Melbourne serving as the industry's annual programmatic maturity benchmark. QMS Media positions strongly on "data-driven DOOH," oOh!media operates deep programmatic supply, and every global DSP has Melbourne inventory access through the major SSPs.

How pDOOH works in Melbourne

A DSP sends bids into an SSP representing one or more media owners. When a play opportunity opens on a screen, the SSP runs an auction (or fulfils a reserved deal) and returns the winning creative to the ad server. Screen-level identifiers, venue taxonomy, and dayparting determine which auctions your campaign participates in.

Major DSPs buying Melbourne DOOH inventory

AdQuick

DSP and marketplace — transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) and aggregates direct inventory from every major Melbourne media owner (oOh!media, QMS Media, JCDecaux Australia, POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, Melbourne Airport concessionaires) in a single unified plan, with native MOVE 2.0 / IAB Australia planning, creative delivery, and attribution.

Vistar Media

Largest pDOOH DSP globally; deep Australia/Melbourne coverage.

Broadsign Ads

Integrated with Broadsign Reach SSP and Broadsign's CMS footprint across ANZ operators; deep oOh!media and QMS access paths.

VIOOH

JCDecaux-backed SSP with DSP functionality; primary path into JCDecaux Australia's Melbourne bus shelter and premium mall inventory.

StackAdapt DOOH

Omnichannel DSP with DOOH module; accessible Melbourne supply via SSP integrations.

The Trade Desk (OpenPath DOOH)

DOOH as a channel within TTD's omnichannel buying; strong ANZ ecosystem.

Yahoo DSP

DOOH channel access across multiple SSPs.

Adomni

Self-serve pDOOH platform; accessible Melbourne supply via Broadsign.

Moving Walls

APAC-focused DSP / measurement platform with Melbourne supply paths.

Major SSPs / networks with Melbourne inventory

Broadsign Reach

Primary SSP path for oOh!media, QMS Media, POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, Melbourne Airport concessionaires, and local operators across Melbourne.

VIOOH SSP

JCDecaux Australia's SSP — primary path into JCDecaux's Melbourne bus shelter, premium mall, and select airport inventory.

Hivestack SSP

Strong APAC/ANZ footprint; accessible Melbourne inventory via deal IDs from oOh!media, QMS Media, JCDecaux Australia, and local networks.

Place Exchange

Integrated into omnichannel DSPs for DOOH line items; APAC supply paths into Melbourne.

Vistar SSP

Vistar Media's supply-side platform aggregating Melbourne media-owner inventory for cross-DSP demand.

Major media owner programmatic paths in Melbourne

oOh!media — accessible via AdQuick, Broadsign Reach (primary), Vistar, Hivestack, and direct for roadside, rail, retail (Cactus), and premium mall inventory. Australia's largest DOOH operator.
QMS Media — accessible via AdQuick, Broadsign Reach, Vistar, and Hivestack for premium roadside, stadium, and landmark inventory. "Leaders in Digital Out of Home" positioning.
JCDecaux Australia — accessible via AdQuick, VIOOH (primary), Vistar, and Hivestack for bus shelter, premium mall, and select airport inventory.
POA (Paul O'Connor Advertising) — accessible via AdQuick, Broadsign Reach, Vistar, Hivestack, and direct for Melbourne-specialist roadside digital.
Civic Outdoor — accessible via AdQuick, Broadsign Reach, Vistar, Hivestack, and direct for Melbourne-specific digital inventory.
TorchMedia — accessible via AdQuick, Broadsign Reach, Vistar, and Hivestack for Metro Trains Melbourne and V/Line rail digital.
Val Morgan Outdoor, Melbourne Airport concessionaires, local operators — enabled through AdQuick, Broadsign Reach, Vistar, and Hivestack.

Targeting capabilities for Melbourne pDOOH

Venue targeting — buy only rail, tram, airport, mall, landmark, apartment/office elevator, roadside, or stadium using IAB OOH venue taxonomy.
Geofence / suburb / postcode — fence to Melbourne CBD (Hoddle Grid), Southbank, Docklands, South Yarra, Prahran, Richmond, Fitzroy, Carlton, Brunswick, St Kilda, Toorak, Camberwell, Chadstone, Doncaster, Box Hill, Brighton, or a radius around a POI.
Daypart — commute windows (including Yarra Trams-specific peak), lunch, weekend shopping, MCG/Marvel event windows.
Contextual triggers — weather (Melbourne's famously variable "four seasons in one day"), pollen, AFL ladder (10 Victorian clubs: Essendon, Carlton, Collingwood, Richmond, Hawthorn, Melbourne, Western Bulldogs, St Kilda, North Melbourne, Geelong), A-League Men/Women (Melbourne Victory, Melbourne City, Western United), Australian Open tennis (January), Formula 1 Australian Grand Prix at Albert Park (March/April), Spring Racing Carnival (October/November — Melbourne Cup 1st Tuesday of November), Boxing Day Test at MCG, AFL Grand Final last-Saturday-of-September, ASX moves, MEL Airport flight status, Myer / David Jones / Coles / Woolworths retail cycles.
Mobile audience extension — MOVE 2.0 panels, Telstra / Optus / TPG segments (subject to Privacy Act consent), Australian retail loyalty data (Coles Flybuys, Woolworths Everyday Rewards) where permitted.
Dynamic creative optimisation (DCO) — creative variations served by location, weather, AFL match schedule, time, or audience segment; English is the default; multilingual variants for Melbourne's significant Mandarin / Italian / Greek / Vietnamese communities where targeted.

Programmatic deal types in Melbourne

Deal Type Mechanic Typical Use
Open exchange Auction-based, lowest CPM Growing share of Australian DOOH; broad reach test budgets
Private marketplace (PMP) Invite-only deal with preferred floor and premium inventory Most common programmatic path for brand campaigns
Programmatic Guaranteed (PG) Fixed impression count, fixed CPM, reserved inventory Flagship landmark and airport guaranteed delivery
Measurement

Measuring DOOH in Melbourne: MOVE 2.0, Lift & Attribution

Australian measurement standards

✓
MOVE 2.0 — the OMA-owned Australian DOOH audience currency launched 2023; combines traffic counts, mobile panel data, and eye-tracking research to produce Likelihood-to-See (LTS) impressions.
✓
IAB Australia pDOOH standards — the industry body establishing programmatic DOOH measurement standards (Powering DOOH 2025: Sydney and Melbourne is the landmark reference event).
✓
OMA (Outdoor Media Association) — the Australian industry trade association that owns and operates MOVE 2.0.
✓
Moving Walls — third-party attention and attribution platform widely used for cross-border programmatic.
✓
Mobile panel verification — Telstra Telco Analytics, Optus data, Kantar AU panels.

Verification & attribution partners

✓
Moving Walls — attention measurement, impression verification, attribution across APAC/AU.
✓
Adelaide AU — attention measurement; AU scores for creative and placement quality.
✓
Kantar Australia / Nielsen Australia / Roy Morgan — brand lift studies (awareness, consideration, intent).
✓
Telstra / Optus / TPG — mobile-based location verification and foot-traffic attribution (Privacy Act 1988 and APP compliant).
✓
Coles Flybuys, Woolworths Everyday Rewards, Cartology — retail media integration; shopper first-party data.
✓
Branded search lift — correlates DOOH exposure with incremental Google Australia branded search volume.

Core Melbourne DOOH KPIs

Impressions (MOVE 2.0 LTS-adjusted + third-party verified), reach, frequency, Share of Voice (SOV), CPM, CPV, store visits, branded search lift on Google Australia, Coles / Woolworths / Myer / David Jones traffic lift, and conversion lift where first-party data is available.

Digital share of Melbourne OOH80%+
Apartment / elevator CPM (low end)AUD $12
Premium MEL airport CPM (high end)AUD $140
Open-exchange test minimumAUD $1,500
Yarra Trams network length250 km
Metro Trains Melbourne stations213
MCG capacity100,024
Creative Specs

Melbourne DOOH Creative Specs & Best Practices

Standard resolutions, codecs, durations, and the Australian regulatory difference on roadside motion. The Melbourne DOOH creative playbook in one place.

Standard creative specs

Format Resolution Aspect Duration File
Metro Trains / tram / mall portrait / elevator 1080×1920 9:16 10 sec MP4, JPG, PNG
In-train / in-tram / bus shelter landscape 1920×1080 16:9 10 sec MP4, JPG, PNG
MEL / AVV airport premium digital 1920×1080 or custom 16:9 10–15 sec MP4, JPG, PNG
EastLink / Monash / Tullamarine roadside digital 1920×1080 or custom 16:9 10 sec (static) MP4, JPG
Federation Square / Flinders Street / Bourke Street Mall landmarks Custom (building-specific) Varies Varies Owner-specified
MCG / Marvel / AAMI precinct event Custom Varies Varies Owner-specified

Best practices

Motion & Audio

Motion is widely supported on rail, tram, mall, and landmark DOOH; roadside digital is typically static (10-sec slide, no motion) under VicRoads guidelines to prevent driver distraction — a key Australian regulatory difference from some international markets.
Audio is rarely supported — exceptions include cinema (Village, Hoyts, Event, Nova) and some bar/restaurant networks.

Language & Sizing

English is the default creative language; multilingual variants (Mandarin, Italian, Greek, Vietnamese) for targeted campaigns given Melbourne's diverse migrant communities.
Text sizing rule of thumb — text height ≥ 1/10 of the shortest screen dimension for distance readability; roadside creative requires high-contrast, minimal copy (~6 words or fewer).

Safe Zones & Duration

Safe zones — 5–10% margin from each edge; avoid the bottom 15% of rail platform D6s (sightline obstruction).
Creative duration — 10 seconds is the Australian standard; 4-weekly in-charge is the Australian buying cycle (not monthly).

DCO & File Weight

Dynamic triggers — widely supported via DCO; popular with weather (Melbourne's famous variability), AFL ladder position, Australian Open rounds, F1 weekend, Spring Racing / Melbourne Cup Day, and Coles/Woolworths retail cycles.
File weight — 10–25 MB per asset; H.264 is the dominant codec.
Vendor Landscape

Melbourne DOOH Vendor Landscape

Australia's largest DOOH operators run the bulk of Melbourne inventory, alongside Melbourne-specialist roadside operators, transit concessionaires, cinema networks, and stadium-precinct partners.

Media owners & network operators

oOh!media

Australia's largest DOOH operator; roadside, rail, retail (Cactus), Melbourne Airport, premium malls; ongoing Melbourne billboard expansion across the metro.

National operator · Roadside · Retail · Airport

QMS Media

"Leaders in Digital Out of Home" positioning; premium roadside (EastLink, Monash), stadium, landmark.

Roadside · Stadium · Landmark

JCDecaux Australia

Bus shelters, street furniture, premium mall, select airport.

Street Furniture · Mall · Airport

POA (Paul O'Connor Advertising)

Melbourne-specialist roadside digital.

Roadside · Melbourne specialist

Civic Outdoor

Melbourne-focused billboard and outdoor operator.

Billboard · Outdoor

TorchMedia

Metro Trains Melbourne and V/Line regional rail digital.

Rail · Transit

Val Morgan Outdoor

Retail, cinema, and place-based digital.

Cinema · Retail · Place-based

Melbourne Airport concessionaires

MEL Tullamarine T1/T2/T3/T4 (Jetstar) digital.

Airport

Avalon Airport concessionaires

AVV digital.

Airport

Mobile Marketing Australia

Mobile DOOH trucks and vehicle-mounted digital.

Mobile DOOH

Village Cinemas, Hoyts, Event Cinemas, Nova

Melbourne cinema digital networks.

Cinema

Websavvy, Bench Media, Nimbull

Melbourne DOOH agencies / service providers.

Agency · Service provider

Stadium operators (MCG, Marvel, AAMI, Rod Laver)

Event-window digital and fixed-panel inventory.

Stadium · Event

DSPs actively buying Melbourne inventory

AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt DOOH, The Trade Desk (OpenPath DOOH), Yahoo DSP, Adomni, and Moving Walls are the primary DSPs transacting Melbourne DOOH inventory.

AdQuick — the DSP and marketplace for Melbourne DOOH

AdQuick is a DSP and marketplace that transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) and aggregates direct media-owner inventory from oOh!media, QMS Media, JCDecaux Australia, POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, Melbourne Airport and Avalon Airport concessionaires, Mobile Marketing Australia, and stadium-precinct operators into a single unified plan — with native MOVE 2.0 / IAB Australia audience planning, creative delivery, PTV / MTM / VicRoads / Ad Standards approval workflow guidance, mobile audience extension, and foot-traffic attribution. That means one platform to plan, buy, measure, and report across the full Melbourne DOOH landscape — rather than running parallel DSP seats and parallel owner RFPs, navigating 4-weekly in-charge scheduling unfamiliar to international buyers, and managing AUD/USD billing across multiple supplier accounts.

Compliance

Regulatory & Privacy Considerations for Melbourne DOOH

Approval timelines, regulators, and category restrictions Melbourne advertisers need to plan around.

Approvals & Timelines

Public Transport Victoria (PTV) / Metro Trains Melbourne (MTM) — rail creative review; 7–10 business days.
Yarra Trams (Keolis Downer) — tram creative review via concessionaires; 7–10 business days.
Melbourne Airport (MAP) / Avalon Airport (AVV) — airport creative review via JCDecaux Australia / oOh!media airport concessions; 10 business days.
VicRoads / Department of Transport and Planning (DTP Victoria) — roadside digital oversight under the Roadside Advertising Guidelines (motion, brightness, placement); typically no motion on roadside digital (10-sec static slides).
City of Melbourne — municipal permits for CBD landmark installations; heritage-zone restrictions in the Hoddle Grid / Collins Street Banking Precinct / Bourke Street Mall / Royal Arcade / Block Arcade.

Self-Regulation & Industry Codes

Ad Standards (formerly ASB) — the Australian self-regulatory body administering the AANA Code of Ethics. Complaints reviewed by the Community Panel; non-compliant creative pulled by media owners.
AANA (Australian Association of National Advertisers) — publishes the Code of Ethics and vertical-specific codes (Alcohol, Food & Beverage, Environmental Claims, Wagering).
ABAC Responsible Alcohol Marketing Code — alcohol creative review.
OMA (Outdoor Media Association) — industry trade association that owns and operates MOVE 2.0.

Government Regulators

ACMA (Australian Communications and Media Authority) — broadcasting regulator with cross-media advertising influence.
ACCC (Australian Competition and Consumer Commission) — competition and misleading-claims enforcement under Australian Consumer Law.
Privacy Act 1988 / Australian Privacy Principles (APP) — governs mobile audience extension; DOOH screens themselves are IP-free and compliant.
TGA (Therapeutic Goods Administration) — pharmaceutical and medical advertising approvals.

Category Restrictions

Alcohol — AANA Alcohol Advertising Code (ABAC Responsible Alcohol Marketing Code) applies; no placement near schools or where >25% audience is <18.
Tobacco, vapes, nicotine products — banned under the Tobacco Advertising Prohibition Act 1992 and state vape regulations (2024 Commonwealth reforms on vape sales).
Gambling / wagering / sports betting — AANA Wagering Code + state gambling laws; "Gamble Responsibly" messaging required; whistle-to-whistle restrictions during live sport broadcasts (from 2019 reforms).
Cryptocurrency / Digital Asset Service Providers — ASIC guidance; misleading-claim risk high.
Pharmaceutical / Therapeutic Goods — TGA approvals required; DTC prescription drug advertising restricted.
Food / HFSS / infant formula — AANA Food & Beverage Advertising Code; infant formula advertising tightly restricted under MAIF (Marketing in Australia of Infant Formula).
Political content — AEC (federal) and VEC (Victorian) rules during election periods; generally off-limits for commercial DOOH.
Environmental claims — ACCC's 2023 Greenwashing guidance enforced; unsupported "green" claims carry legal risk.
Budget Examples

Melbourne DOOH Budget Examples

Three real-world Melbourne campaign tiers — from a programmatic test to a flagship ANZ-anchor flight.

Tier 1: Test / AU-entry
AUD $3,000–$8,000

USD $1,950–$5,200. Single DSP with AUD or USD billing, CBD + South Yarra geofence, 2 in-charge weeks, MOVE 2.0-benchmarked LTS reporting.

DSP: Single DSP (AdQuick, Vistar, or VIOOH) with AUD or USD billing.
Geofence: CBD + South Yarra.
Inventory: Metro Trains Melbourne platform D6 + apartment elevator LCD.
Schedule: 2 in-charge weeks, 2 dayparts (AM + PM commute).
Measurement: MOVE 2.0-benchmarked LTS impression reporting.
Attribution: Mobile lift pixel for directional attribution.
Creative: English creative.
Tier 2: Mid-market multi-venue
AUD $40,000–$140,000

USD $26,000–$91,000. Programmatic PMP across rail, tram, bus shelter, mall, and EastLink roadside; weather + AFL-ladder triggered DCO; 4 in-charge weeks.

Programmatic: PMP across Metro Trains, Yarra Trams, JCDecaux bus shelter, Chadstone / Melbourne Central mall, EastLink roadside.
Direct PMP: Deals with oOh!media and QMS Media.
DCO: Weather (Melbourne variability) and AFL-ladder triggered creative (3–4 variants).
Audience extension: Mobile (Telstra or MOVE 2.0 segment).
Measurement: Foot-traffic lift study (Moving Walls or Placed via partner).
Schedule: 4 in-charge weeks.
Compliance: Ad Standards pre-clearance for regulated categories.
Tier 3: Flagship ANZ / Melbourne anchor
AUD $450,000+/quarter

USD $290,000+/quarter. Direct SOV on Federation Square, Bourke Street Mall, Chadstone, Melbourne Airport, EastLink/Monash, and stadium event windows; rolling PMP across the ANZ capitals.

Landmarks: Direct SOV on Federation Square + Flinders Street Station + Southern Cross + Bourke Street Mall + Chadstone + Melbourne Central.
Airport: Melbourne Airport (MEL) T1/T2/T3/T4 premium digital takeover.
Roadside: EastLink + Monash + Tullamarine Freeway roadside digital domination.
Transit: Yarra Trams + Metro Trains Melbourne flagship station dominations (Flinders Street, Southern Cross, Melbourne Central).
Stadium: MCG / Marvel Stadium / AAMI Park event-window takeovers (AFL finals, Boxing Day Test, Australian Open, F1 weekend).
Programmatic: Rolling PMP across Melbourne, Sydney, Brisbane, Perth, Adelaide.
Brand lift: Kantar Australia or Roy Morgan.
Creative: English + multilingual (Mandarin / Italian / Greek / Vietnamese) creative production + DCO build.
Reporting: Dedicated ANZ attribution dashboard.
Tentpole: AFL Grand Final / Spring Racing / Australian Open / F1 Grand Prix integration.
How to Buy

How to Buy Digital Out-of-Home Advertising in Melbourne

Three viable buying paths, depending on budget, scale, and complexity.

01

Direct with a Melbourne media owner or agency

Contact oOh!media, QMS Media, JCDecaux Australia, POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, Melbourne Airport or Avalon Airport concessionaires, Mobile Marketing Australia, or a Melbourne-based OOH agency (Websavvy, Bench Media, Nimbull) directly. Best for flagship, landmark, and large-budget direct buys (Federation Square takeovers, Bourke Street Mall SOV, Chadstone premium dominations, Melbourne Airport premium walls, EastLink/Monash premium roadside packages, MCG/Marvel event-window buys). Downsides: parallel RFPs, AUD invoicing with GST, 4-weekly in-charge scheduling unfamiliar to international buyers, and slow plan stitching across multiple owners.

02

Programmatic via a DSP

Activate through any of the DSPs buying Melbourne inventory: AdQuick, Vistar Media, VIOOH, Broadsign Ads, The Trade Desk (OpenPath DOOH), StackAdapt DOOH, Moving Walls, Adomni, or Yahoo DSP. Best for impression-based, flexible, and data-targeted campaigns from roughly AUD $3,000 (USD $1,950) test budgets upward. Cross-border advertisers can typically settle in USD or AUD. Downsides if picking a single non-unified DSP: some DSPs have limited oOh!media, QMS Media, or Melbourne Airport access, so you won't see every Melbourne SSP's supply from one seat.

03

Through AdQuick — the unified DSP + marketplace

AdQuick is a DSP and marketplace — it transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) and aggregates direct inventory from every major Melbourne media owner (oOh!media, QMS Media, JCDecaux Australia, POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, Melbourne Airport / Avalon Airport concessionaires, Mobile Marketing Australia, stadium operators) in a single unified plan, with MOVE 2.0 / IAB Australia audience data, creative delivery, PTV / MTM / VicRoads / Ad Standards approval workflows, 4-weekly in-charge scheduling guidance, mobile audience extension, and foot-traffic attribution all native — plus USD or AUD settlement. The fastest path for any international buyer entering Australia or any domestic buyer who wants full-market access without running parallel DSP seats and owner RFPs.

FAQ

Melbourne DOOH FAQ

The most common questions about digital out-of-home advertising in Melbourne — costs, screen counts, programmatic, measurement, creative specs, and event-anchored playbooks for AFL Grand Final, Melbourne Cup, Australian Open, and the F1 Grand Prix.

DOOH advertising in Melbourne is outdoor advertising shown on digital screens across the city — Metro Trains Melbourne's 213 suburban rail stations, Yarra Trams (the world's largest tram network, 250 km), Melbourne Airport (MEL Tullamarine) and Avalon Airport (AVV), landmark LED clusters at Federation Square, Flinders Street Station, Southern Cross Station, and Bourke Street Mall, premium shopping centres (Chadstone "The Fashion Capital," Melbourne Central, Emporium Melbourne, QV, Westfield Doncaster / Southland / Fountain Gate), EastLink / Monash / Tullamarine Freeway roadside digital, apartment and office elevator LCDs across Southbank / Docklands / South Yarra, MCG and Marvel Stadium event precincts, and place-based screens in laneways, cafés, and gyms. Melbourne has an estimated 18,000+ digital OOH screens operated by oOh!media, QMS Media, JCDecaux Australia, POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, and Melbourne Airport concessionaires. Digital accounts for roughly 80%+ of total Melbourne OOH spend — among the highest digital shares of any major global city. Most premium inventory is bookable programmatically through DSPs including AdQuick, Vistar Media, VIOOH, and Broadsign Ads.
Melbourne DOOH CPMs typically range from AUD $12–$25 for apartment/office elevator LCDs and AUD $20–$45 for Metro Trains platform D6s, to AUD $60–$140 for premium Melbourne Airport (MEL) digital and tens of thousands of AUD per 4-weekly in-charge cycle as share-of-voice packages on Federation Square, Bourke Street Mall, Chadstone, and EastLink/Monash roadside landmark LEDs. Programmatic open-exchange inventory is accessible from around AUD $15–$55 CPM. Self-serve test campaigns start around AUD $3,000–$8,000 (USD $1,950–$5,200), mid-market multi-venue flights run AUD $40,000–$140,000 over 4 weeks (USD $26,000–$91,000), and flagship ANZ-anchor buys start at AUD $450,000+ per quarter. Pricing varies by venue, daypart, buying model (CPM, SOV, 4-weekly rate, or Programmatic Guaranteed), and campaign duration.
Melbourne has an estimated 18,000+ digital out of home screens across Metro Trains Melbourne (213 stations), Yarra Trams (the world's largest tram network), Melbourne Airport (MEL) and Avalon Airport (AVV), Federation Square / Flinders Street Station / Southern Cross Station / Bourke Street Mall landmark clusters, premium malls (Chadstone, Melbourne Central, Emporium, QV, Westfield Doncaster / Southland / Fountain Gate), EastLink / Monash / Tullamarine Freeway roadside digital networks, MCG and Marvel Stadium precincts, apartment and office elevator LCDs, JCDecaux Australia bus shelters, and place-based venues. oOh!media is Australia's largest DOOH operator with the broadest Melbourne footprint; QMS Media leads premium roadside and stadium; JCDecaux Australia runs bus shelter and premium mall; POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, and Mobile Marketing Australia complete the specialist coverage.
Programmatic DOOH in Melbourne is the automated, impression-based buying of digital outdoor advertising through a DSP such as AdQuick, Vistar Media, VIOOH, or Broadsign Ads. Australia is among APAC's most mature pDOOH markets, with IAB Australia's "Powering DOOH 2025: Sydney and Melbourne" event as the industry programmatic maturity benchmark and QMS Media's "Data Driven DOOH" positioning. Every major Melbourne media owner — oOh!media, QMS Media, JCDecaux Australia, POA, Civic Outdoor, TorchMedia — has enabled programmatic paths via SSPs including Broadsign Reach, VIOOH, Hivestack SSP, and Place Exchange. Buyers can target by venue, suburb, postcode, daypart, and contextual triggers (weather, AFL ladder, Australian Open, F1 Grand Prix, Spring Racing, MCG events, Coles/Woolworths retail cycles) with minimums as low as AUD $1,500 on open exchange.
Traditional OOH in Melbourne is printed, paper-and-paste advertising posted on flat 4-weekly in-charge cycles (the Australian OOH standard — not monthly like most international markets). DOOH is delivered on digital screens and priced on impressions (CPM), share of voice (SOV), 4-weekly rate, or programmatic guaranteed (PG), with creative that can change by daypart, weather, AFL ladder position, Australian Open rounds, F1 weekend, Spring Racing Carnival, or audience segment. DOOH enables dynamic creative, real-time triggers, tighter geofencing, and MOVE 2.0-aligned Likelihood-to-See impression reporting — all without production delays. In Melbourne specifically, digital now represents roughly 80%+ of total OOH spend — among the highest digital shares globally — with Federation Square, Bourke Street Mall, Chadstone, Melbourne Airport, and EastLink being distinctive Melbourne landmark estates.
Australian DOOH is measured through MOVE 2.0 (Measurement of Outdoor Visibility and Exposure) — the Outdoor Media Association-owned audience currency launched 2023, combining traffic counts, mobile panel data, and eye-tracking research to produce Likelihood-to-See (LTS) impressions. MOVE 2.0 is among the world's most sophisticated OOH currencies, comparable to the UK's Route VAC, Germany's ma DOOH VAC, and Geopath in the US. IAB Australia publishes programmatic DOOH standards (Powering DOOH 2025: Sydney and Melbourne is the landmark reference event). Attribution for Melbourne campaigns can combine mobile foot-traffic lift (Telstra / Optus / TPG subject to Privacy Act + APP consent), Google Australia branded search lift, Coles / Woolworths / Myer / David Jones sales lift, and brand lift studies (Kantar Australia, Roy Morgan, Nielsen Australia).
Self-serve programmatic DOOH on platforms like AdQuick, Vistar Media, VIOOH, and Broadsign Ads can be activated with test budgets from around AUD $3,000–$8,000 (USD $1,950–$5,200) in Melbourne. Managed-service campaigns with a Melbourne agency typically start at AUD $15,000–$30,000. Premium direct buys on Federation Square, Bourke Street Mall, or Chadstone LED spectaculars start at AUD $35,000+ per 4-weekly in-charge cycle as share-of-voice packages, and Melbourne Airport premium takeovers typically start at AUD $30,000+/week.
There are three buying paths. Path 1: direct with a Melbourne media owner or agency (oOh!media, QMS Media, JCDecaux Australia, POA, Civic Outdoor, TorchMedia, Val Morgan Outdoor, Melbourne Airport concessionaires, Mobile Marketing Australia, or agencies like Websavvy, Bench Media, Nimbull) — best for flagship direct buys, typically paid in AUD on 4-weekly in-charge cycles. Path 2: programmatic via a DSP — AdQuick, Vistar Media, VIOOH, Broadsign Ads, The Trade Desk, StackAdapt, Moving Walls, Adomni, or Yahoo DSP — best for impression-based, data-targeted campaigns from ~AUD $3,000. Path 3: through AdQuick, the unified DSP and marketplace approach that transacts across every major SSP and aggregates direct media-owner inventory into a single plan with MOVE 2.0 / IAB Australia planning, 4-weekly in-charge scheduling guidance, USD or AUD settlement, and attribution built in.
Most Melbourne DOOH uses standard specs: 1080×1920 (9:16 portrait) for Metro Trains / Yarra Trams platform D6s, apartment/office elevator LCDs, and mall verticals; 1920×1080 (16:9 landscape) for in-train, in-tram, bus shelter, airport, and large-format roadside screens; and custom resolutions for Federation Square, Flinders Street Station, Bourke Street Mall, Chadstone, and Melbourne Airport landmark LEDs. Typical creative duration is 10 seconds in a 60-second loop. MP4 (H.264) is the dominant codec; JPG and PNG are universally supported. Roadside digital is typically static (no motion) under VicRoads guidelines — a key Australian regulatory difference from international markets. Audio is rarely permitted except in cinema (Village, Hoyts, Event, Nova). English is the default creative language; multilingual variants (Mandarin, Italian, Greek, Vietnamese) common for targeted Melbourne campaigns given the city's diverse migrant communities.
Event-anchored Melbourne DOOH strategies pair flagship landmark takeovers with programmatic PMP windows triggered by event context. For AFL Grand Final (last Saturday of September), MCG + Flinders Street + Federation Square + Southern Cross + EastLink roadside with AFL ladder-triggered DCO. For Spring Racing Carnival / Melbourne Cup (1st Tuesday of November), Flemington-adjacent + CBD + Bourke Street Mall + Chadstone with race-day fashion DCO. For Australian Open tennis (January), Rod Laver Arena + Margaret Court Arena precinct + Richmond + Melbourne Park + Tullamarine Freeway with match-schedule DCO. For Formula 1 Australian Grand Prix at Albert Park (March/April), Albert Park precinct + CBD + St Kilda Road + South Melbourne with race-weekend DCO. For Boxing Day Test at MCG (26 December), MCG + Richmond + CBD + Yarra Park with cricket-triggered DCO. For White Night Melbourne / Melbourne International Comedy Festival / Melbourne International Film Festival, Federation Square + Bourke Street Mall + Lygon Street + Fitzroy hospitality corridors. Build in 6–8 weeks of lead time and plan for PTV, MTM, VicRoads, and Ad Standards creative approvals.

Start Your Melbourne DOOH Campaign

AdQuick is the DOOH DSP and marketplace that unifies programmatic buying across every major SSP with direct media-owner inventory across Melbourne — from oOh!media's Metro Trains, retail (Cactus), Melbourne Airport, and roadside; QMS Media's premium EastLink / Monash and stadium; JCDecaux Australia's bus shelter and mall; POA and Civic Outdoor's Melbourne-specialist roadside; TorchMedia's rail; Val Morgan Outdoor's cinema; MEL and AVV airport concessionaires; Mobile Marketing Australia's mobile DOOH trucks; and MCG, Marvel Stadium, AAMI Park, and Rod Laver Arena precinct operators. Whether you're planning an AUD $3,000 programmatic test, an AUD $80,000 multi-venue flight, or an AUD $450K+ ANZ-anchor flagship for the AFL Grand Final, Spring Racing, or Australian Open, AdQuick gives you everything from a single platform.

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