AUCKLAND, Today: Interplay Media has appointed Scott Hughes to lead its publisher monetisation efforts in New Zealand—establishing a local presence for the first time and signalling a major step forward in its regional growth strategy.
Hughes brings more than a decade of digital media experience in the New Zealand market. He’s held senior roles at Scroll Media, NZME, and Loyalty NZ, and has worked closely with leading publishers and agencies across both local and global networks.
Interplay said Hughes’ appointment reflects a deeper commitment to the New Zealand publishing ecosystem. The company plans to offer tailored support across video, display, native, and high-impact formats to help publishers unlock new and scalable revenue streams.
It already works with publishers including Otago Daily Times and Kidspot, but says the next phase is all about accelerating that growth. The aim is to deliver more value to local publishers through a mix of programmatic tools and hands-on service.
Interplay currently provides programmatic ad solutions and ad ops support across Australia and New Zealand and also operates the Zero Digital Sports network of sites in Australia.
“Hughes brings a deep understanding of the NZ media landscape and a strong commercial and technical track record.” – James Spinks
Now based in Auckland, Hughes will lead the expansion of programmatic services in New Zealand and launch Interplay Rich Ads—designed to maximise attention across desktop and mobile in a transparent, brand-safe environment.
He’s also focused on bringing more international publishers into the New Zealand market—opening the door for new voices, expanded reach, and fresh opportunities for advertisers and local partners alike.
“Hughes brings a deep understanding of the NZ media landscape and a strong commercial and technical track record. We believe his appointment will enable Interplay Media to help publishers increase their share of digital advertising spend,” said James Spinks, Managing Director at Interplay Media.
Spinks, originally from Wellington, said entering the New Zealand market felt like a natural progression after ten years of operating in Australia.
“The New Zealand media market is open to rich media innovation and advanced programmatic advertising services and we plan to target that opportunity,” Spinks said.
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