knOOH launch the culmination of ‘a long journey’ – Mortal

The out of home media industry in New Zealand has officially launched knOOH.

The country’s first unified audience measurement system, knOOH delivers consistent metrics across digital and static formats.

Developed and maintained by independent New Zealand analytics company Mortal, knOOH replaces Calibre and is backed by Go Media, JCDecaux, LUMO, MediaWorks and oOh!media.

It has also been endorsed by OOHMAA members representing 96% of the outdoor market.

Marking a leap forward

Chair of knOOH Paul Maher calls the launch “a new era for out of home in New Zealand, and a world leading platform”, marking a leap forward in clarity, accountability and data-driven planning.

Mortal – a sister brand of marketing agency Reach – has deep roots in mapping technology and understanding New Zealand households at a data level.

Mortal is led by GM Tim Macmillan, under the leadership of Group CEO Struan Abernethy

The company has been building audience measurement systems, and solving complex data problems since 2016 and continues to drive innovation for advertisers.

Culmination of a long journey

“The knOOH launch is the culmination of a long journey and strong collaboration with a great set of stakeholders in NZ out of home,” says Macmillan.

“We’re proud to play our part in bringing true industry standardisation of measurement to market.”

knOOH uses multiple technology types in a mixed model methodology to provide OOH reach, frequency and impressions across suppliers and formats. The result: a single source of truth for agencies and brands seeking transparent, unified measurement.

As part of the broader Reach Group, Mortal continues to push its “Data Brought to Life” philosophy beyond OOH – helping businesses turn complex data into real-world clarity for faster, smarter decisions.

“Speed without clarity is chaos,” adds Macmillan. “At Mortal, we exist to put confidence behind bold moves – and stop good ideas from dying in uncertainty.”

For more information, visit mortal.nz

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