POA (Paradise Outdoor Advertising) has acquired BIG Outdoor, adding a premium portfolio of 16 digital billboards to its expanding Queensland and Victorian operations.
The sale includes 16 digital billboards across Brisbane, three digital billboards in Melbourne, and two static billboards in Melbourne – 21 sites in total.
CEO of POA Mitch James said outdoor advertising was one of the fastest growing segments of the national advertising market.
“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.”
“POA is the only operator that can offer advertisers seamless coverage across regional Queensland and the Brisbane metro market – more than 2,000 faces plus BIG Outdoor’s premium 21 sites on key arterial corridors,” James said.
The BIG Outdoor Brisbane network is well distributed across the city, delivering strong coverage on key arterials from all four corners of Brisbane. It provides advertisers with a fantastic launch pad that complements POA’s existing Brisbane inventory, offering proximity to major retail destinations, iconic sports stadiums, and key commuter corridors.
In Melbourne, POA secures a foothold with digital and static inventory on key motorways and arterials, including the Westgate Freeway and CityLink Cremorne, alongside sites near major sporting precincts. This combination provides a strong base to expand upon, in one of Australia’s most competitive advertising markets.
Highlights of the portfolio include:
Hoddle St, Abbottsford (Melbourne) – 12 x 4m digital, Westgate Freeway, Port Melbourne (Melbourne) – 19 x 3.5m outbound digital and inbound static Supersite, East – West Arterial, Hendra (Brisbane) – 12 x 4m digital.
POA has committed to a 6-month technology upgrade program, replacing legacy structures with next-generation LED displays featuring high-resolution panels, dynamic creative optimisation, and programmatic trading capabilities. Through its partnership with Vistar Media and Perion, advertisers can purchase POA inventory programmatically, giving brands unprecedented flexibility in targeting and campaign optimisation.
The acquisition also sees Richard Maund appointed as head of sales for POA, and he will lead a national sales team across all markets.
With more than 15 years of sales experience, Maund is recognised as one of Australia’s most respected billboard specialists. He first became known at APN Outdoor (now JCDecaux) for his passion for roadside billboards and shaping how this inventory was taken to market, before serving as Sales Director at oOh! Media, where he led large, high-performing teams renowned for delivering consistent success for advertisers.
A driving force in billboard thought leadership, Maund is equally passionate about developing sales teams and helping clients unlock the full impact of billboards through tailored campaigns that leverage consumer habits, drive sales uplifts, and shift brand perception.
“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” said James.
