The Out of Home Industry in New Zealand unifies audience measurement

New Zealand’s Out of Home industry, which is reporting exceptional revenue growth, will be further strengthened with the rollout of a new unified audience measurement system (AMS) that will encompass 96% of industry players and offer one robust measurement currency.

CAML (Calibre Audience Measurement Limited) is delighted to announce the imminent launch of this evolved unified AMS (replacing Calibre). Previously co-owned by JCDecaux, oOh!media and MediaWorks, CAML welcomes new shareholders Go Media and LUMO Digital Outdoor.

The new, unified industry AMS has adopted global best practices for Out of Home measurement with multiple data sources, including new partnerships providing anonymised mobile location data, combined with traffic and the latest 2023 census data. Chair Paul Maher said, “This new re-imagined and enhanced AMS offers robust data modelling to meet the evolving needs of a mature advertising industry.”

Members of the Out of Home Media Association of Aotearoa (OHHMAA) will licence this new platform and embrace the single unified measurement system, ensuring it is truly an industry-wide initiative.

Chief Investment Officer at OMG New Zealand, Scott Keddie, said, “We are pleased to see the Out of Home industry move to a unified AMS; in January, Out of Home accounted for 20% of total agency ad spend (source: SMI), so it’s critical to both agencies and marketers that we have a single source of measurement.”

Benefits of the new AMS include:

• A single-measurement currency

• Transparency, with full access and self-service for media agencies

• A new user interface with enhanced UX, speed and functionality for users

• A new robust data model, built locally using multiple data sources and multiple technology types

• Combined, deduplicated reach and frequency across suppliers and formats

• Improved campaign measures, including standardised impressions

• Measurement for roadside, airports, and retail, with bus measurement planned for Q3 2025

• Mobility insights from more than four million Kiwi devices

• Improved granularity and seasonality

• Weekly data updates

• Development plan for future enhancements to enable the digital future of this channel

The new AMS will be live for supplier media brands, and demonstrations and training for Media Agencies from early April. The new platform will be launched under a new brand to the wider industry in May.

The new system signals a new era for Out of Home advertising in New Zealand. This milestone represents a significant step forward in industry alignment to deliver a new level of measurement consistency for advertisers. The initiative is formally endorsed by the Out of Home Industry Body – OOHMAA.

For any questions, please contact Paul Maher E: Paul@oohmaa.co.nz

M: +64276662221