In 2022 three key developments in New Zealand’s advertising market had a significant impact on Out of Home (OOH) media. These included the introduction of a NZ Standard, a universal audience measurement system via Calibre and the establishment of programmatic Digital Out of Home (pDOOH).
For advertisers and marketers, the introduction of a universal AMS and New Zealand Standard will mean a more unified and accountable industry going into 2023, something that the Out of Home Media Association Aotearoa (OOHMAA) is pleased about.
Natasha O’Connor, General Manager at OOHMAA told StopPress that when other international markets have developed an audience measurement system and it is embraced by the majority of the operators, the result is market share and revenue are positively impacted.
“When the Outdoor Media Association introduced MOVE (Measurement of Outdoor Visibility and Exposure – a quantitative audience measurement currency for OOH) to the Australian market in 2009 it coincided with DOOH hitting its stride; these two developments resulted in significant, continued growth of the OOH market.
“In our market, Calibre has been years in the making and AMS has been top of the request list by advertising agencies, so for the project to be reaching its completion it is really exciting, and we look forward to agencies embracing it.
