For this month’s Media Owner Spotlight, Vistar spoke to Richard Maund, Sales Director at POA. This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how POA’s partnership with Vistar Media is enhancing digital advertising experiences in Queensland, Australia.
Please describe your network in 2 sentences.
POA is Australia’s largest regional outdoor advertising company, with a powerful digital billboard network spanning Brisbane, major Queensland regional centres, airports, terminals, highways and high-traffic commuter routes. Reaching more than 96% of Queensland’s population each year, the network gives brands the ability to build awareness at scale across metropolitan, suburban, regional and destination audiences through a single Queensland-focused outdoor partner.
What types of screens do you have / contexts can they be found?
POA’s digital network includes premium large-format roadside billboards, CBD and retail precinct screens, airport digital screens and terminal-based digital displays. These screens can be found across major highways, arterial roads, commuter corridors, shopping and town-centre precincts, airports including Townsville, Mount Isa, Hamilton Island and Mackay, plus passenger environments such as baggage reclaim areas and the Shute Harbour Marine Terminal.
What regions do you operate in?
POA’s digital network operates across Brisbane and regional Queensland, with coverage across key markets including Cairns, Townsville, Mackay, Rockhampton, Toowoomba, Gladstone, Hervey Bay, Mount Isa, Emerald, Gympie, Ipswich, Caboolture, Cannonvale, Mareeba and Hamilton Island. From the bush to the beach, along highways to high-rises, POA has QLD covered.
What audiences do you reach?
POA reaches a broad mix of Queensland audiences, including daily commuters, regional residents, local shoppers, CBD workers, business travellers, tourists and airport passengers. The network also provides strong specialist reach into mining and resources audiences, large infrastructure and workforce corridors, regional Queensland communities, tourism gateways, airports and high-frequency commuter routes. According to MOVE, POA reaches more than 96% of Queensland’s population each year, making it a powerful channel for brands wanting both broad statewide coverage and targeted regional impact.
What sets you apart from other digital channels?
POA delivers the impact of digital out-of-home (DOOH) in highly visible, real-world environments that cannot be skipped, blocked or scrolled past. Its digital screens reach people across daily commutes, retail trips, airport journeys, regional travel and key community touchpoints, giving brands strong awareness, frequency and geographic coverage across Queensland.
What is your network's main value proposition to a brand?
POA is "Built for Brands who want to own QLD!". POA gives brands high-impact digital visibility across Queensland, combining metro scale with unmatched regional depth. It helps advertisers build awareness, frequency and local relevance by reaching people where they commute, shop, travel, work and gather.
What do you wish more digital buyers knew about OOH?
That DOOH is not just a broadcast channel, it is a powerful real-world reach and frequency driver that strengthens every other part of the media plan. It builds brand memory in public, high-attention environments and gives digital campaigns greater scale, trust and visibility beyond the screen.
How do you see digital out-of-home evolving over the next year?
Digital billboards are becoming more data-led, measurable and easier to buy, without losing what makes them powerful: big, unmissable brand presence in the real world. The introduction of MOVE measurement for regional Australia is a major shift, finally allowing buyers to accurately measure, compare and plan campaigns that reach the 34% of Australians who live outside metro markets.
For clients, the “so what” is simple: billboard buying will become smarter, regional audiences will be easier to justify, and brands can combine mass awareness with stronger accountability across metro, roadside and regional environments.
Is there anything else you'd like to highlight about your network?
POA is proudly Queensland-built, with a network designed to reach the audiences many national media plans underweight. Our strength is combining metro Brisbane impact with true regional depth, helping brands reach commuters, communities, tourism markets, airports, resources corridors and the places where Queenslanders actually live, work and travel.
With MOVE now giving regional audiences stronger measurement, POA is well placed to help brands buy Queensland more intelligently, not just by population size, but by real audience opportunity.
Why did you choose Vistar as a partner?
We chose Vistar because they are a proven leader in programmatic DOOH and they understood early where the market was heading. For POA, the opportunity was to make our Queensland digital network easier for agencies and brands to access through the same platforms and buying behaviours they were already using for broader digital media.
Just as importantly, the people behind Vistar have been excellent to deal with. We started our programmatic journey back in 2019, and from day one their team earned our trust by being knowledgeable, responsive and genuinely invested in helping us grow the category.
What has been Vistar's most valuable contribution to your business?
Vistar’s most valuable contribution has been helping POA connect our digital billboard network to a broader pool of programmatic demand. They have helped make our inventory more visible and more accessible to buyers who may not have traditionally considered regional Queensland, or who needed an easier way to include it in national DOOH plans.
What Vistar software capabilities do you find most useful?
The most useful capabilities are the programmatic trading tools, targeting, real-time delivery and reporting. The ability to package inventory in ways that make sense to buyers is also important. It allows us to present POA’s network not just as a collection of screens, but as audience-led opportunities across metro Brisbane, regional Queensland, commuter corridors, airports, tourism gateways and key local markets.
What benefits have you been able to leverage by working with Vistar?
Working with Vistar has helped POA unlock incremental demand, improve ease of access for agencies and brands, and give buyers more confidence in planning and activating across our network.
Is there anything else you’d like to share?
For those of us at POA who have worked with Vistar since 2019, the relationship has been a genuine journey. We have grown and learned the programmatic space together, and Vistar has been there from the early stages as the market, the technology and buyer expectations have continued to evolve.
That trust matters. Their team has consistently been knowledgeable, supportive and easy to work with, and we genuinely value the role they have played in helping POA bring Queensland audiences into the programmatic DOOH ecosystem.
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