Media owner spotlight: Go Media

For this month's media owner spotlight, Vistar spoke to Matt Field, National Sales Director and Kevin Van Wyk, Programmatic Director at Go Media. This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how Go Media’s partnership with Vistar Media is enhancing digital advertising experiences in New Zealand.

Please describe your network in 2 sentences.

Go Media operates New Zealand's leading large-format digital network, delivering unmatched national coverage with more screens in more locations than any other provider. From roadside and transit to airports and rail, we connect brands with audiences wherever they travel.

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

We have a comprehensive network of both digital and static assets from small to large format, transit and airport. This includes 130 digital large-format roadside screens, 168 static large-format roadside billboards and 49 high impact 75" LCD screens across Wellington Rail, greater Wellington transit (bus and rail) and Nelson Airport.

What regions do you operate in?

We operate in five capital cities—Auckland, Wellington, Christchurch, Hamilton, and Tauranga—along with 26 markets nationwide, including eight exclusive to Go Media. Our extensive reach ensures brands can connect with audiences across key urban centers and regional hubs.

What audiences do you reach?

We reach all people—our large-format network is designed for mass impact. As a one-to-many medium, we connect brands with broad, diverse audiences across high-traffic locations nationwide.

What sets you apart from other digital channels?

OOH offers a non-intrusive, high-impact experience on large screens in the real world, standing out in a cluttered digital landscape. With a limited number of premium locations—unlike the endless sites across other digital channels—OOH commands both passive and active attention, driving strong ROI. Programmatic digital OOH (DOOH) enhances this further by delivering contextually relevant messaging, maximising engagement. As Howard Luck Gossage famously said: “People don’t read ads. They read what interests them. Sometimes it’s an ad.”

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

Our network offers unmatched national coverage, ensuring brands reach audiences everywhere they travel. Beyond scale, we’re committed to giving back—through our Good Impressions initiative, we donate five ad impressions for every dollar spent via key agency partners to charities chosen by our team. And when it comes to Wellington, we own the market—our screens engage over 65% of Wellingtonians weekly, making Go Media impossible to miss.

What do you wish more digital buyers knew about OOH?

OOH has historically been planned by traditional media buyers, with the introduction of programmatic DOOH it’s an opportunity for digital buyers to consider this channel as part of their media mix. We are able to apply similar levels of targeting to OOH, compared to a traditional media schedule. Further to this, at GO we have no minimum spends and we are more than happy to brainstorm how we can best apply targeting for you or your clients.

How do you see DOOH evolving over the next year?

If recent years are anything to go by, we expect a stellar year in DOOH. With more sites and more targeting capability, we expect clients to increase spend and we also expect a plethora of new clients who previously would have thought that OOH was out of their budget range. We also know that TV audiences are declining, so it's getting harder to reach audiences en masse, and OOH continues to serve as both a mass reach channel whilst now also being able to apply some targeting to make your budgets go further.

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

Go Media is a proudly local and sustainability-focused media company, dedicated to driving business outcomes while reinvesting in our communities. We support the New Zealand economy and sports at all levels, from tier-one teams to grassroots clubs. With a broad-reaching network spanning static, digital, and small-format assets, we help brands connect with audiences in impactful ways.

Why did you choose Vistar as a partner?

We chose Vistar because it's a leading programmatic DOOH platform that enables seamless inventory management on the supply side. As a preferred partner for many agencies and clients, Vistar makes it easy to integrate, ensuring streamlined access to our network for advertisers.

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

Vistar has played a large part in bringing our programmatic DOOH inventory to market. Its advanced targeting capabilities have been especially valuable, enabling us to tailor campaigns to client needs with greater precision and effectiveness.

What Vistar software capabilities do you find most useful?

The platform is easy to use, filled with features and backed by credible data. We also love the creative previewing tool!

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

Working with Vistar has streamlined transactions on both the supply and demand sides, making it easier to manage inventory and connect with buyers efficiently.

Is there anything else you'd like to share?

We look forward to hearing from you soon!