Update: New Zealand’s New Unified Out of Home Audience Measurement System

The launch of New Zealand’s new unified Out of Home  audience measurement system (AMS) has unfortunately experienced some delays.

As an industry, we remain fully committed to delivering a world-class measurement system, one that sets the benchmark for reach and frequency across all Out of Home formats, from roadside billboards and street furniture to place-based and retail environments.

Importantly, the new AMS is not an upgrade of the existing Calibre platform; it’s a completely new system, built from the ground up.

·        New technology stack

·        New data providers

·        Advanced methodology and machine learning.

Out of Home is one of the most complex media channels to measure consistently. We are taking the necessary time to ensure that reach, frequency, and new Impressions metrics are accurate, reliable, and rigorously tested, so advertisers can have full confidence in the data.

The introduction of Impressions as a standardised metric across all members is a major step forward for the industry and part of our mission to evolve how Out of Home is measured and valued.

Our goal is to replace legacy systems with a future-proof, market-leading platform that offers enhanced measurement for all formats, particularly digital. While some of these new metrics are taking longer to finalise, we’re prioritising accuracy, consistency, and long-term confidence over speed to market. As an industry, we are working hard to bring this new platform to market, and we expect to confirm a launch date in the coming weeks.

Thank you for your patience and continued support as we work towards delivering a system that will shape the future of Out of Home advertising in New Zealand.

If you would like further information, please contact Paul Maher, Independent Chair of Calibre Audience Measurement Limited, on paul@oohmaa.co.nz.