Launch of knOOH marks a new era for out of home in Aotearoa

New Zealand’s out of home media industry has announced the launch of knOOH, the industry’s first unified audience measurement system.

The new brand is a play on “Knowledge in Out of Home”. It replaces predecessor Calibre and represents a new era in planning and accountability for the OOH sector. 

Independent New Zealand analytics company Mortal have developed and maintained the new model. It is supported by 96% of New Zealand’s OOH providers. 

The shareholder group made up of Go Media, JCDecaux, LUMO, MediaWorks and oOh!media and the members of the Out of Home Media Association Aotearoa (OOHMAA).

A new era for OOH

knOOH introduces deeper insight, an enhanced user experience, greater functionality and more robust data than ever before, says OOHMAA.

It incorporates major new data partnerships with Qrious and Lifesight, combining anonymised mobile location data with traffic analytics and the latest 2023 census figures. The result delivers deduplicated reach and frequency metrics across suppliers and 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,” says knOOH chair Paul Maher.

“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.

Unique advertising channel

OMG New Zealand chief investment officer Scott Keddie says the 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. The OOH industry is currently so fragmented, across formats and suppliers – this is a positive step to support the industry.”

CEO of OOHMAA & knOOH Kath Mitchell adds: “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.

“To be delivering a unified measurement solution across digital and static is so powerful. Out of home media is a unique advertising channel and knOOH brings those unique benefits to life in measurement.”

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