OOHMAA

What OOHMAA does

OOHMAA (Out of Home Media Association of Aotearoa) is a non-profit industry body representing approximately 90% of New Zealand's Out of Home (OOH) advertising operators, including oOh!media, JCDecaux, QMS, GO Media, LUMO, VMO, and HYPER. Founded in 2013 and headquartered at QB Studios, 206 Jervois Road, Herne Bay, Auckland, the association operates with 1-10 employees and is funded by undisclosed member dues from OOH media operators.

Its core product is knOOH, a unified cross-network audience measurement system launched in September 2025 that provides standardized reach and frequency data across all member networks, replacing fragmented per-operator measurement with a single planning currency for advertisers and agencies. Beyond knOOH, OOHMAA delivers the DOOH Verification Standard (Feb 2024), Creative Best Practice Guide, OOH 101 training, the 'Out of the Office' agency induction program, and The Speccies awards. Technology integrations include programmatic DOOH partnerships with Hivestack and Vistar Media, live availability via the Calibre measurement platform, and dynamic creative management via Adtrek adCMS and Latch Digital motion-scoring software.

OOHMAA's business model is membership-funded: OOH media operators pay dues in exchange for industry representation, self-regulatory standards, the OOHMAA Code of Practice, training and education programs, research publications, and unified measurement infrastructure. The association serves three primary constituencies — OOH media operators (members), advertising/media agencies (training and measurement consumers), and brand advertisers (the end-buyers whose spending flows through member networks). The underlying NZ OOH industry grew 9%+ YoY in Q1 2024 (NZD 41.1M) and 15%+ YoY in 2025, with Digital Out of Home accounting for 75-78% of that revenue and programmatic DOOH up 47% YoY in Q1 2024.

Name

OOHMAA

Legal name

Out of Home Media Association of Aotearoa (OOHMAA)

Website

https://oohmaa.co.nz

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

OOHMAA is the non-profit industry association for Out of Home advertising in Aotearoa New Zealand, representing roughly 90% of national OOH operators and providing unified audience measurement (knOOH), verification standards, training, and awards to media operators, agencies, and brand advertisers.

Ownership category

akta.pro rank

Product category

Out of Home Advertising Trade Association

NAICS

Business Associations (813910), Marketing Research and Public Opinion Polling (54191), Indoor and Outdoor Display Advertising (54185)

SIC

Services-Membership Organizations (8600), Services-Advertising (7310)

akta.pro industry

PRIMARYBPAFALAK

OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift)

Business & Public Services/Marketing, Advertising & PR Services/Out-of-Home (OOH) & Outdoor Advertising Services

SECONDARYMPAAAKAI

OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Out-of-Home (OOH) Advertising Services

SECONDARYBPAFALAJ

OOH Media Planning, Buying & Inventory Aggregation

Business & Public Services/Marketing, Advertising & PR Services/Out-of-Home (OOH) & Outdoor Advertising Services

Keywords

• Out of home advertising
• Industry association
• Audience measurement
• Advertising standards
• Billboard advertising

Headquarters

HQ city

Ponsonby

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Distribution channels1 record

Marketing channels6 records

Core offering

OOHMAA is the trade association for New Zealand's Out of Home (OOH) advertising industry, representing approximately 90% of operators. It delivers industry-wide services including unified cross-network audience measurement (knOOH), an industry Code of Practice and self-regulation, research and insights, training programs (OOH 101, Agency Induction), the Speccies awards program, the DOOH Verification Standard, and a Creative Best Practice Guide for advertisers and media agencies.

Product overview

OOHMAA is the Out of Home Media Association of Aotearoa, representing the Out of Home (OOH) advertising industry in New Zealand. The association serves as an industry body rather than a product company, providing advocacy, standards development, research insights, creative guidelines, industry awards, and training programs. Member networks include major operators such as oOh!media, JCDecaux, LUMO, QMS NZ, GO Media, VMO, VAST, HYPER, and others representing approximately 90% of NZ's Out of Home operators. Key initiatives include the knOOH unified measurement system, DOOH Verification Standard, Creative Best Practice Guide, OOH 101 training, and The Speccies awards. The industry collectively operates thousands of digital and static panels across street furniture, billboards, transit, rail, airport, retail, and EV charging environments.

Differentiator

Problem solved

Functional benefit

Products and services

• knOOH Audience Measurement System
• OOHMAA Industry Association Services
• The Speccies Awards
• DOOH Verification Standard
• OOHMAA Agency Induction Program (Out of the Office with OOHMAA)
• OOH 101 Training Program
• Creative Best Practice Guide

Quantifiable outcome

• OOH reaches 94% of NZers every month (3.9 million Kiwis)
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Out of Home Buyers CommitteecoreStrategic or Co-development Partner · 1 February 2024OOHMAA collaborated with representatives from the media agency market and a Steering Committee of OOHMAA members to develop the Digital Out of Home Verification Standard. Members of the committee include Lou Watkin (OMG), David Turner (FCB), Vicki Anderson (Publicis), Richard Pook (Dentsu), Catherine Hamilton (MBM), and others.
• Ad Net ZerocoreStrategic or Co-development Partner · 7 August 2023OOHMAA is part of the steering group driving the Ad Net Zero initiative in Aotearoa, New Zealand. Ad Net Zero is a five-point action plan to accelerate decarbonisation of the advertising industry. The initiative is led by the Comms Council along with ANZA, APA, CCC, EECA, IAB, RBA, and TVNZ. OOHMAA represents the Out of Home sector in this industry-wide sustainability initiative.
• Toitū EnvirocarecoreStrategic or Co-development PartnerOOHMAA members pursue Toitū net carbonzero certification for environmental sustainability. Go Media achieved Toitū net carbonzero certification, and JCDecaux has maintained Toitū Envirocare net carboNZero status since 2018.
• knOOHcoreStrategic or Co-development PartnerknOOH is New Zealand's unified Out of Home audience measurement system developed by OOHMAA and its members. It provides standardized cross-network planning data for the OOH industry, enabling advertisers and agencies to plan campaigns across all member networks using consistent metrics.
• The CohortsminorStrategic or Co-development PartnerContent partnership for the 'OOH Never Looked So Good' monthly creative showcase featuring outstanding OOH campaigns from Aotearoa and internationally.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Out of Home Advertising Association of America (OAAA): The primary US trade body for OOH advertising, analogous in structure and mandate to OOHMAA. Both organizations represent OOH media operators, develop industry standards, run awards programs, and advocate for the channel — differing only in geography.
• FEPE International: European federation of OOH industry associations, providing a continental umbrella for national OOH bodies like OOHMAA. Comparable in advocacy, measurement harmonization, and best-practice promotion across markets.
• Outsmart (UK OOH industry body): UK trade association for the OOH sector, providing measurement, standards, research, and industry advocacy. Operates in a similar role to OOHMAA for the New Zealand market.
• Outdoor Media Association (OMA Australia): Australian OOH industry association representing operators, providing audience measurement (MOVE) and industry standards. Closest geographic peer to OOHMAA given Trans-Tasman market parallels.

Broad incumbents

• Digital Place-based Advertising Association (DPAA): US-based trade group focused on digital place-based media (DOOH), with overlapping membership and similar measurement and education mandates. Larger scope but adjacent mission to OOHMAA's DOOH Verification Standard work.
• Comms Council NZ: New Zealand advertising industry body leading the Ad Net Zero initiative alongside OOHMAA. Comparable as a domestic industry association representing broader advertising stakeholders with similar advocacy and education functions.
• IAB New Zealand: NZ chapter of the Interactive Advertising Bureau covering digital advertising broadly. Peer as a NZ-based industry association focused on digital ad standards and education, with overlapping member companies.

Emerging players

• Geopath: US non-profit OOH audience measurement organization powering cross-network planning analytics. Functionally analogous to knOOH in delivering unified OOH audience measurement, making it a peer in measurement capability.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OOHMAA