New Zealand's Out of Home Industry launches knOOH; a major leap forward for our industry and in unified measurement.

New Zealand’s Out of Home Media Industry is proud to announce the launch of knOOH, a major step forward for Out of Home audience measurement in New Zealand, delivering the industry's first unified AMS (Audience Measurement System).

The shareholder group, Go Media, JCDecaux, LUMO, MediaWorks and oOh!media  is joined by the full endorsement and licensing support of all Out of Home Media Association Aotearoa (OOHMAA) members.

The new brand, a play on “Knowledge in Out of Home,” replaces its predecessor, Calibre, and represents a new era in planning and accountability for the Out of Home sector. The model is developed and maintained by ‘Mortal’ – an independent New Zealand analytics company who have been building Out of Home audience measurement systems since 2016.  Supported by 96% of New Zealand's Out of Home providers.

knOOH introduces deeper insight, an enhanced user experience, greater functionality, and more robust data than ever before. It incorporates major new data partnerships with Qrious and Lifesight, combining anonymised mobile location data with traffic analytics and the latest 2023 census figures to deliver deduplicated reach and frequency metrics across suppliers and across digital and static formats, a critical upgrade for planners navigating today's fragmented media landscape.

"The launch of knOOH marks a new era for Out of Home in New Zealand, knOOH Chair Paul Maher said. knOOH provides a single source of truth, bringing clarity to campaign planning and delivering a new level of consistency and accountability for advertisers. It's a system built for the future and for an industry that is going from strength to strength and seeing continued growth."

Key features of knOOH include:

• A single-measurement currency.

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

• 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, retail, and bus coming early 2026.

• Mobility insights from more than four million Kiwi devices.

• Improved granularity and seasonality.

• Weekly data updates.

Scott Keddie, Chief Investment Officer at OMG New Zealand, adds, "The introduction of knOOH and a move to unified audience measurement is a major milestone for OOHMAA partners. It will support agencies to demonstrate OOH’s effectiveness as we continue to drive data enabled decision-making to support investment across OOH formats. The OOH industry is currently so fragmented, not only across formats, but also OOH suppliers - this is a positive step to support the industry”.

“Good things take time. Great things take refinement. With knOOH, we’ve transformed the lessons of Calibre into a future-ready system for the entire industry, said Kath Mitchell, CEO of OOHMAA & knOOH. To be delivering a unified measurement solution across digital and static is so powerful. Out of Home media is a unique advertising channel, one that can’t be compared to, and knOOH brings those unique benefits to life in measurement.”

knOOH is now live and ready to support the next chapter of Out of Home measurement in Aotearoa, learn more at knooh.co.nz.