Fuseworks Media

‘OOHMAA releases latest study – Understanding Kiwi’s mobility & media consumption’

The Out of Home Media Association Aotearoa (OOHMAA) has released the findings of its latest research project, Aotearoa In Motion, which took a deep dive into Kiwi’s mobility and media consumption to identify how Out of Home advertising fits into consumers’ lives and use these insights to demonstrate how marketers can best leverage Out of Home for maximum impact.

The study specifically explored and answered the following:

Media Consumption – How Out of Home connects with consumers

Kiwis Mobility – How they are moving and what impact Work from Home/flexible work models have had

The Role of Out of Home in the wider media market: How marketers can maximise their Out of Home campaigns

The results showed the immense potential reach of Out of Home (80% of all urban people 18+), that Kiwis are very mobile and open to brands talking to them in the real world and that adopting a more flexible work model has created more Out of Home occasions.

‘Out of Home has the ability for both mass and niche targeting, a strength that has been amplified with the increasing adoption of pDOOH and DOOH. With this increase in Marketers’ ability to tap into specific audiences at specific times, knowing when, where and who to deliver messages to has never been so important,’ says OOHMAA’s CEO, Natasha O’Connor. 

‘Having the ability to showcase to marketers and advertising agencies a deeper understanding of our audience, the impact this knowledge may have on Out of Home media planning, and how to maximise the effectiveness of Out of Home campaigns is essential for the continued growth and development of our Industry,’ concludes O’Connor.

To book a time to hear the complete study, please email natasha@oohmaa.co.nz or download the report by registering here.