The out-of-home media industry in New Zealand has launched knOOH, the country's first unified audience measurement system designed to deliver consistent metrics across digital and static advertising formats.
The system replaces Calibre and is backed by Go Media, JCDecaux, LUMO, MediaWorks and oOh!media, with endorsement from Out of Home Media Association Aotearoa members representing 96% of New Zealand's outdoor media.
"The launch of knOOH marks a new era for out-of-home in New Zealand," said Paul Maher, knOOH chair.
"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."
The platform incorporates data partnerships with Qrious and Lifesight, combining anonymised mobile location data with traffic analytics and 2023 census figures to deliver deduplicated reach and frequency metrics across suppliers and formats.
Independent New Zealand analytics company Mortal developed and maintains the system, which has been building out-of-home audience measurement systems since 2016.
Key features include single-measurement currency, transparency with full access for media agencies and providers, enhanced user interface functionality, and combined reach and frequency data across suppliers and formats. The system provides mobility insights from more than four million New Zealand devices with weekly data updates.
Scott Keddie, chief investment officer at OMG New Zealand, said the unified measurement addresses industry fragmentation.
"The introduction of knOOH and a move to unified audience measurement is a major milestone for OOHMAA partners," Keddie said.
"It will support agencies to demonstrate out-of-home's effectiveness as we continue to drive data enabled decision-making to support investment across out-of-home formats.
“The out-of-home industry is currently so fragmented, not only across formats, but also out-of-home suppliers - this is a positive step to support the industry."
The system will expand to include measurement for roadside, airports, retail and bus advertising in early 2026.
Kath Mitchell, chief executive of OOHMAA and knOOH, said the platform transforms previous measurement limitations into a comprehensive industry solution.
"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," Mitchell said.
"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."
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