Out of Home Advertising in Aotearoa: A bright first half of 2024

The Out of Home Media Association Aotearoa (OOHMAA) has announced a solid first half of 2024, with total revenue climbing 10% year-on-year to $86.8 million. This is the strongest H1 performance on record, achieved despite a challenging market environment over the past year.

Key highlights from H1 include:

• Digital Out of Home (DOOH) remained the primary growth driver for the Out of Home industry, generating $66.9 million in revenue – a 13% year-on-year increase. DOOH represents 77% of total Out of Home revenue, up from 75% for H1 2023.

• Programmatic DOOH (pDOOH) continued its rapid expansion, surging 26% year-on-year to $6.6 million. This represents 10% of total DOOH revenue, highlighting the increasing adoption of this technology in the advertising landscape.

Advertisers are increasingly recognising the power of Out of Home to connect their brands with consumers at pace and scale, along with Out of Homes ability to:

• Cut through the clutter: In an era of ad-blocking and declining attention spans, Out of Home offers a captive audience.
• Drive foot traffic and sales: Out of Home can directly influence consumer behaviour and drive in-store visits.
Build brand awareness and recall: Out of Home’s unmissable formats and high-impact nature create strong brand impressions.
• Complement digital campaigns: Out of Home can be integrated with digital channels for a holistic marketing approach.

Says Natasha O’Connor, CEO, OOHMAA: “Out of Home’s proven ability to deliver tangible results and captivate audiences in high-visibility environments has been a cornerstone of its success.

“This strength is particularly critical as we navigate a market grappling with an 18-month cost-of-living crisis. Despite economic challenges, the Out of Home industry remains optimistic about its future. Our focus will be on driving innovation and demonstrating the unparalleled value of Out of Home to our clients, ensuring the industry’s continued growth.”