Vocalising the importance of OOH: Natasha O’Connor looks back on 2024

Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.

Natasha O’Connor is CEO of OOHMAA.

What was your favourite OOHMAA moment from 2024?

There were a few great things happening at OOHMAA this year; I can’t pick a favourite: launching our Awards, The Speccies, getting our first independent Chair, and developing and launching the Emerging Leaders Board and Out of Home Futures Council.

Tell us about the biggest changes you saw in Out of Home this year.

Rather than significant changes, 2024 saw the continuation of growth and strengthening trends in out of home – the steady rise of digital out of home (DOOH) and its programmatic capabilities (pDOOH).
In saying that, a change I saw in out of home this year was how it is being perceived by our advertisers; belief in out of home’s potential isn’t just coming from within our industry anymore, as agencies and advertisers are vocalising the importance of out of home in their media strategies.

What was the best social/marketing trend for 2024?

For me, the best social trend that gained more traction in 2024 and will hopefully continue to do so is the increase in awareness, conversations, and acceptance of the importance of looking after your mental health and well-being. It’s been an incredibly tough couple of years for many, and the ongoing removal of any stigma attached to asking for help can only have a positive outcome for businesses and individuals.

Top 3 highlights from hosting The Speccies?

Meeting more of the creative agency teams—until The Speccies were developed, my contact with creative teams was limited. They are a great bunch with interesting views on Aotearoa’s Out of Home campaigns to date.

Hearing the judges’ passion for the entries, whether positive or not so positive, has been enlightening and, at times, entertaining.

Seeing the level of engagement with the awards from the media and creative agencies has been rewarding. I was warned that having another award was not what the wider industry needed; we have so many, so I was nervous about launching ours. The feedback and engagement so far have been awesome — long may it continue.

Who or what motivated you in 2024?

This sounds cheesy but that doesn’t matter; always, always, always my motivation comes from my husband and kids.

Did you harness AI in your work in 2024, and if so what impact has that made?

I have started to dabble with Chat GPT, but it’s early days, so the impact is minimal. I see the potential of using it more to reduce the time I spend on certain projects, but I am very mindful not to take the information it serves as gospel and to fact-check everything.

Did you make any changes to how you work in 2024 – if so, what?

I did…I am that person who always must respond to texts and emails once I hear the ping, regardless of the time it arrives. This year, unless the request has been super urgent, I have tried to only respond within normal working hours. It’s a work in progress; old habits are hard to break.

Gaze into your crystal ball and tell us where you see the industry going in 2025 – what changes do you foresee? 

Looking ahead to 2025, I believe we’ll see the continued growth of the Out of Home industry, building on the strong foundation we’ve laid this year. The Out of Home Futures Council (OFC) and Emerging Leaders Board (ELB) will be game changers, giving OOHMAA a much clearer sense of what really matters to our stakeholders. With their input, we’ll be able to focus on the initiatives that have the most impact, ensuring our strategies truly align with the needs of advertisers and agencies.

I also think we’ll see technology playing an even bigger role, with advancements in programmatic capabilities and data-driven solutions making Out of Home more measurable and precise than ever. At the same time, sustainability will remain front and centre as the industry pushes for greener practices and formats to meet the expectations of clients and consumers alike.

For me, 2025 will be all about collaboration, adaptability, and ensuring Out of Home continues innovating and staying ahead in an ever-changing media landscape. 

Quick fire 10

1. Most memorable local campaign?

   I will focus on Out of Home here, as most of the great campaigns run on our channel. It’s a tough one, though, as there were some real stunners this year, like Anchor, Lion Mac’s Ginger Giant, and Real Time Reo. But I’m going to go with the Vogels campaign. I’m biased as I love the product, but I thought the idea and execution of this campaign were brilliant.

2. Best international campaign?

   It’s perhaps one of the simplest but the campaign from Decathlon really grabbed my attention. As almost every digital display in the world turned to a ‘Blue Screen of Death’, global sports Brand Decathlon capitalised and played on this very rare and disruptive event and switched their digital out of home ads into a way to get more people outside. The client and agency showed how to use out of home effectively.

3. A campaign you wished you worked on?

   It has to be the Vogel’s campaign. It wasn’t just about executing brilliant creative; it tapped into a deeply relatable issue for Vogel’s lovers — the delicate balance between achieving the perfect toast and total incineration. Resolving that dilemma with the Vogel’s Toaster Rating Stick was both fun and clever. Truly a campaign to admire!

4.  An event/news story that got too much attention in 2024?

   The US elections were just too much. I appreciate that as one of the biggest economies in the world, what happens there will impact Aotearoa, but it was nonstop and, quite frankly, a train wreck. I stopped engaging with anything related to the US elections, hoping the YouTube and Google algorithms would take the hint. They did not!

5. Biggest flop of 2024?

   The US Elections

6. The best movie you saw at the cinema?

   I saw only the movies my kids dragged me to, so it’s slim pickings, and I wouldn’t recommend any of them unless you, too, have 13- and 15-year-old boys.

7. The best thing about your industry?

   It’s ever changing and evolving but hands down the best thing is that it is full of people who are so passionate about out of home and focused on its continued growth.

8. How do you relax?

   Grab the husband and dog and go for a long walk.
    

9. Three things you’d take to a desert island?

   Husband, kids, dog.

10. Your favourite snack?

    I can’t go past pistachio nuts. 

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