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 maximize 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 maximize 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.
About OOHMAA (Out of Home Media Association Aotearoa)
OOHMAA (previously OMANZ) is a not-for-profit, professional, cohesive industry body representing key Out of Home Media display companies who collectively contribute approx. 90% of total Out of Home advertising industry revenue. OOHMAA’s key focus is to educate and raise awareness of Out of Home media’s role within the community, build and sustain relations with its key stakeholders, develop best practice industry standards and provide services to its members. OOHMAA is governed by a board of directors who are all committed and passionate about raising the profile of the Out of Home industry in the New Zealand market. Members of OOHMAA adhere to a Code of Practice and abide by the regulatory frameworks in which they operate.
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