Statement from Kath Mitchell, CEO, OOHMAA in relation to the 2025 ASA Advertising Turnover Report

Insights by Kath Mitchell, OOHMAA CEO.

“The latest ASA figures show encouraging momentum in the advertising industry, and wonderful to see growth in channels like out of home, with the sector growing 9.91% year on year.

Out of home in New Zealand has evolved by expanding, not shrinking. It is greater than the sum of its parts. A full spectrum canvas that connects brands to people in the real world with visibility, cultural relevance and creative impact.

It is not one format or one screen. It is a connected ecosystem that builds brands, drives fame and strengthens the effectiveness of every other channel.

And that evolution is real. Digital Out of Home now makes up more than 75 percent of total revenue, backed by unified measurement through initiatives like knOOH. It gives advertisers the confidence, flexibility and control they expect, without the clutter that often comes with digital environments.

At the same time, the data highlights how quickly Aotearoa New Zealand’s media landscape is evolving. Digital investment has now reached more than $2.7 billion, up 12% YOY, and accounts for more than 60% of total advertising spend.

But that growth also brings a more complex reality.

A significant share of that investment is flowing to global platforms, with much of that revenue ultimately leaving the country. That’s not necessarily a reflection of poor decision making. It reflects how the market has evolved. But it does raise an important question about the broader impact of where those dollars end up.

This isn’t about whether a business is local or global. We’re not anti-global. We’re pro-contribution. It’s about how companies show up in New Zealand. Many global businesses invest meaningfully here. They employ people, pay tax, build infrastructure and contribute to the wider economy. That’s the benchmark.

Advertising investment doesn’t just drive brand outcomes. It shapes the economy around us. It supports jobs, infrastructure, communities and long term industry sustainability in ways that extend well beyond campaign performance.

This is where the industry has an opportunity to take a more balanced view.

Digital will, and should, remain a critical part of the mix. But as these numbers grow, we need to ask three questions. Are the numbers accurate and how are they gathered? Are we striking the right balance in our media investment? And are we doing enough to ensure more of that investment contributes back into the New Zealand economy?

The next phase of growth isn’t just about where we spend. It’s about what that spend supports and are those spend figures accurate.”