Media owner spotlight: OA Collective

For this month’s Media Owner Spotlight, Vistar spoke to Grant Kirkby, Founder and Managing Partner at OA Collective (OAC). This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how OAC’s partnership with Vistar Media is enhancing digital advertising experiences in Australia.

Please describe your network in 2 sentences.

OAC’s vision is to bring every premium independent OOH media owner under one roof, making it easier to buy and access these market-leading assets from one place. Many of the country’s most impressive outdoor assets are independently owned, and we exist to unite them, giving independents a stronger voice, supporting small businesses and keeping more media dollars on Australian shores.

What types of screens do you have / contexts they can be found in?

Our network is 95% digital, consisting predominantly of premium large format assets across Australia, along with a select portfolio of bespoke small format digital networks in high-dwell environments such as office and residential towers.

What regions do you operate in?

We operate Australia-wide, with a strong presence on the eastern seaboard and regional coverage too.

What audiences do you reach?

From commuters and holiday-goers to office workers and residents, OAC’s network enables advertisers to connect with audiences nationwide.

What sets you apart from other digital channels?

We exist to support Australian-owned independent OOH media owners, and our network stands-out with its high-quality premium assets in a variety of contexts and environments.

What is your network's main value proposition to a brand?

We make it easy for advertisers to support Australian-owned independents while accessing a network of premium assets at scale. The value lies in both the quality and the collective reach of the inventory we represent.

What do you wish more digital buyers knew about OOH?

How powerful OOH is in driving online action and behaviour. The best results come when OOH and digital are planned together with precision—not in isolation.

How do you see DOOH evolving over the next year?

With more data sets being introduced, audience targeting will become sharper, delivering even stronger ROI for advertisers.

Is there anything else you'd like to highlight about your network?

OAC is Australia's fastest growing digital OOH network.

Why did you choose Vistar as a partner?

We love that Vistar is always thinking industry first and developing solutions that help everyone, leveraging their knowledge to help partners, clients and advertisers.

What has been Vistar's most valuable contribution to your business?

Accessing trusted scale through Vistar's credible presence and depth within the greater industry.

What benefits have you been able to leverage by working with Vistar?

Deeper and more transparent collaboration with our partners in planning and buying, making the process more seamless and straight forward.