POA has expanded its footprint, acquiring BIG Outdoor and adding 21 premium billboard sites across Brisbane and Melbourne to its network.
The move cements the independent operator’s position in Queensland while giving it a foothold in Victoria’s competitive market.
CEO Mitch James said the acquisition strengthens POA’s value to national advertisers and opens metro access for regional clients.
Bigger footprint, broader mix
The deal includes 16 digital sites in Brisbane, three digital sites in Melbourne and two static Melbourne placements, boosting POA’s total inventory to more than 2,000 faces plus BIG Outdoor’s premium assets.
“POA’s decision to expand its presence will allow national advertisers to build their brands across the whole state with one partner, with the bonus that our regional clients gain access to the Brisbane metro market at scale,” James said.
He added POA is now the only operator offering seamless coverage across regional Queensland and Brisbane’s metro market.
Richard Maund
Tech investment and new sales lead
POA will roll out a six-month technology upgrade program, refreshing legacy structures with next-gen LED panels, dynamic creative optimisation and programmatic trading capability.
The business will continue working with Vistar Media and Perion to support programmatic access for advertisers.
As part of the deal, respected OOH sales leader Richard Maund joins as Head of Sales, overseeing POA’s national team.
James said, “Richie’s reputation as a trusted leader and specialist ensures POA now has one of the most experienced sales teams in OOH. His passion for billboards and proven ability to deliver results will ensure advertisers receive strategic, results-driven solutions.”