AUCKLAND, Today: New Zealand’s Out of Home Media Industry has unveiled knOOH, a landmark step in audience measurement, delivering the country’s first unified AMS (Audience Measurement System).
The shareholder group — Go Media, JCDecaux, LUMO, MediaWorks and oOh!media — is backed 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 Calibre and signals a new era of planning and accountability for the sector. Developed by independent analytics firm Mortal, which has built Out of Home measurement systems since 2016, knOOH is supported by 96% of the industry.
knOOH brings richer insights, greater functionality, and more robust data than ever before. It introduces partnerships with Qrious and Lifesight, combining anonymised mobile data, traffic analytics, and 2023 census figures to deliver deduplicated reach and frequency metrics across suppliers and formats.
“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.”
“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.” – Kath Mitchell, CEO of OOHMAA & knOOH
Key features of knOOH include:
• A single-measurement currency
• Transparency, with full access and self-service for agencies and providers
• Enhanced user interface with improved UX, speed, and functionality
• A robust locally built data model using multiple sources and technologies
• Combined, deduplicated reach and frequency across suppliers and formats
• Standardised impressions for improved campaign measures
• Measurement for roadside, airports, retail, and bus (coming early 2026)
• Mobility insights from over four million Kiwi devices
• Improved granularity and seasonality
• Weekly data updates
Scott Keddie, Chief Investment Officer at OMG New Zealand, said, “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 shape the next chapter of Out of Home measurement in Aotearoa. Learn more at knooh.co.nz.
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