The media landscape never stands still, and Q2 2026 was no exception.
This quarter, we’ve seen premium digital out-of-home expand into new locations, retail media reach beyond the major supermarket chains, broadcasters find new ways to extend audience reach, and conversational AI begin to emerge as a new advertising environment for brands.
While none of these announcements will change your media plan overnight, they point to broader shifts that marketers should be watching as they plan for the months ahead.
Here’s our Australian Media Insider for Q2 2026.
Digital OOH continues to expand beyond metro areas
The launch of Wollongong’s first large-format digital billboard by oOh! Media and JCDecaux’s advertising network at the new Western Sydney International Airport reflect the continued evolution of premium digital out-of-home. High-quality digital inventory is no longer limited to capital city CBDs, with advertisers now able to access premium placements in regional centres, growing transport hubs and emerging high-traffic locations.
What this means for marketers: Brands have more opportunities to deliver contextually relevant messaging in premium environments beyond traditional metro campaigns. As digital inventory expands into new locations, advertisers can apply the same flexibility through dynamic creative, dayparting and rapid campaign optimisation while reaching audiences closer to where they live, work and travel.
Retail media continues to diversify
Retail media remains one of the fastest-growing advertising channels, but it is no longer centred solely around the major supermarket chains. QMS’ partnership with Metcash expands retail media opportunities across independent retailers including IGA, Mitre 10, Cellarbrations, Home Hardware and Total Tools, allowing brands to connect with consumers in more relevant retail environments closer to the point of purchase.
What this means for marketers: Retail media is becoming more sophisticated. Rather than relying on broad supermarket audiences, brands can reach shoppers in retail environments that better match their products and purchase intent, creating more relevant and effective advertising opportunities.
Brands gain access to conversational AI advertising
OpenAI’s expansion of ChatGPT advertising through major demand-side platforms including StackAdapt, Adobe Advertising, Criteo, Kargo and Pacvue marks a significant milestone for digital media. For the first time, brands can reach users within conversational AI environments, opening up a new way to engage consumers as they research, ask questions and explore purchase decisions.
What this means for marketers: Conversational AI represents an entirely new advertising environment rather than an extension of search or display. While still in its early stages, it gives brands the opportunity to reach consumers during high-intent moments when they are actively seeking information, making it a space worth watching as adoption and advertising capabilities continue to evolve.
Gaming continues to attract advertising investment
Electronic Arts’ launch of its dedicated advertising platform reflects the continued growth of gaming as a mainstream media channel. Brands can now access in-game advertising opportunities that feel more integrated into the player experience, including stadium signage, branded environments and other contextual placements.
What this means for marketers: Gaming won’t be appropriate for every campaign, but it continues to offer new ways to reach highly engaged audiences, particularly younger consumers, in environments where traditional advertising can often feel less intrusive.
Broadcasters continue to find new ways to extend audience reach
Network 10’s launch of 10+1 may appear to be a modest development, but it reflects a broader industry trend of broadcasters finding new ways to maximise audience delivery. By replaying programming an hour later, campaigns can capture viewers who missed the original broadcast, increasing incremental reach and impressions without requiring additional media investment.
What this means for marketers: This demonstrates how broadcasters are adapting to changing viewing behaviours. Rather than relying solely on new streaming products, they’re evolving traditional TV offerings to help advertisers recover lost reach and maximise the value of every campaign.
References:
- oOh!media launches Wollongong’s first-ever large-format digital billboard (oOh!media)
- JCDecaux wins advertising tender for Western Sydney International Airport, Sydney’s new 24-hour airport (JCDecaux)
- Network 10 Launches 10+1 Giving Australians The Flexibility To Watch Channel 10’s Full Schedule One Hour Later (Paramount)
- Introducing EA Advertising (Electronic Arts)
- New ways to buy ChatGPT ads (OpenAI)
- Nine And QMS Secure Landmark Partnership With Metcash To Represent Retail Media Network (QMS)
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