CARTEL Media

What CARTEL Media does

CARTEL Media is a privately held, 100% New Zealand-owned out-of-home (OOH) and digital out-of-home (DOOH) advertising network headquartered in Newmarket, Auckland. The company aggregates advertising inventory across 2,500+ venue sites nationwide, including 500+ digital screens (55-inch panels with 15-second guaranteed ad slots) and 4,000+ static placements (bathroom frames, posters, coasters, bar runners, shuttle wraps, boat-ramp billboards, tactical decals). Inventory is organized into 15+ specialized venue networks — Fitness (200+ gyms, 560,000+ members), Bar (700+ establishments), Family (80+ aquatic/entertainment venues), Surf Clubs (70+, via partnership with Surf Life Saving NZ), Rugby (100+), Netball, Sports Clubs, Marine, Farm & Rural Retail, Trade/DIY, Universities/Tertiary, and Holiday Parks — reaching an estimated 8.3 million+ people monthly.

The platform is built on the Doohly content management system, which handles digital content uploads, reporting, and integration with programmatic DOOH partners Hivestack and Vistar Media for real-time, automated transactions. The company also delivers brand activations and product sampling (manned and unmanned) as a service line, and offers an On-Demand Network for tactical, event-based, and seasonal placements. CARTEL Media monetizes primarily through advertising sales to enterprise brands and agencies, with pricing quoted per network, screen tier (Premium vs Classic), and campaign duration under multi-year contracts for digital/static placements and pay-as-you-go for On-Demand. Go-to-market combines a direct sales team (Fran McDermott) with dedicated agency sales coverage across NZ (Joel Halstead) and NZ/Australia (Josh Luxmoore). The customer base includes Samsung, Spark, 2degrees, KFC, Tip Top, ACC, Waka Kotahi NZ Transport Agency, Mastercard, Silver Fern Farms, Weleda, Anchor, Health Promotion Agency, University of Waikato, and Paco Rabanne, among others. Recognition includes the 2019 EFFIE Awards and the 2020 Grand Axis Award for the Waka Kotahi "Belted Survivors" road safety campaign.

Name

CARTEL Media

Legal name

CARTEL Media

Website

https://cartelmedia.co.nz

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

CARTEL Media is a New Zealand out-of-home and digital out-of-home advertising network connecting brands with targeted audiences across 2,500+ venue sites — including gyms, bars, sports clubs, surf clubs, family venues, and holiday parks — through 500+ digital screens and 4,000+ static placements nationwide.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising

NAICS

Indoor and Outdoor Display Advertising (54185), Indoor and Outdoor Display Advertising (541850), Media Buying Agencies (541830), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings) (BPAFALAE)

akta.pro secondary industries

Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB), Alternative OOH & Ambient Media (Guerrilla, Pop-Up Installations) (BPAFALAI), Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)

Keywords

• Out-of-home advertising
• Digital out-of-home
• Venue advertising network
• Programmatic DOOH
• Brand activation services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Advertising: Sale of advertising space on digital screens (55-inch panels) across fitness, family, bar, sports, and other venue networks. Pricing based on screen location, network type, and campaign duration with 15-second ad slots.
2. Static Media Advertising: Sale of static advertising placements including bathroom frames, posters, coasters, bar runners, table talkers, counter cards, and other physical media across venue networks with 100% share of voice options.
3. Brand Activations & Sampling: In-person brand activations, product sampling, and interactive experiences at venue partner locations including gyms, bars, and family entertainment centers.
4. Custom/On-Demand Campaigns: Flexible advertising solutions for specific events, seasonal campaigns, or unique venues through the On-Demand Network including tactical billboards, mobile billboards, and custom builds.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

CARTEL Media operates a New Zealand out-of-home (OOH) and digital out-of-home (DOOH) advertising network spanning 2,500+ venue sites. The company sells digital screen placements (500+ 55-inch panels with 15-second ad slots), static media placements (4,000+ posters, bathroom frames, coasters, decals), and brand activation/sampling services across 13 distinct venue networks including fitness, family, bar, surf clubs, sports clubs, marine, rural, and university venues. Campaigns are sold directly to brands and agencies via in-house sales teams and through programmatic DOOH integrations.

Product overview

CARTEL Media operates as a comprehensive out-of-home (OOH) and digital out-of-home (DOOH) advertising network platform across New Zealand. The core platform, called the CARTEL Network, aggregates over 2,500 venue sites with 500+ digital screens and 4,000+ static media placements. The offering is structured as interconnected venue-specific networks: Fitness Network (200+ gyms), Family Network (80+ venues), Bar Network (700+ establishments), On Demand Network (flexible pop-up venues), Surf Clubs Network (70+ locations), Rugby/Netball/Sports Clubs Networks, Farm & Rural Retail Network, Trade/DIY Network, Universities/Tertiary Network, Marine Network, and Holiday Parks & Summer Hot Spots Network. Each network targets specific demographics in contextual environments. Media formats include 55" digital screens (15-second ad slots), large format print, bathroom mirror decals, bar runners, coasters, shuttle wraps, boat ramp billboards, sampling activations, tactical decals, and custom builds. The platform integrates with Doohly for content management and programmatic partners Hivestack and Vistar Media for real-time advertising transactions.

Differentiator

Problem solved

Functional benefit

Products and services

• CARTEL Network (Fitness Network) Advertising network targeting gym-goers aged 18-39 across 200+ fitness venues in New Zealand via 55-inch digital screens, bathroom mirror decals, and product sampling opportunities. Designed for brand advertisers seeking health-conscious, early-adopter audiences during workouts.
• Bar Network Advertising network across 700+ bars, pubs, and clubs in New Zealand offering bathroom posters, bar runners, coasters, table talkers, and car-park billboards. Targets social audiences aged 18+ with 90-minute average dwell time.
• Family Network Advertising network across 80+ family venues including aquatic centres, indoor sports facilities, playgrounds, and entertainment centres, offering 55-inch digital panels and large-format print with 100% share of voice.
• On Demand Network Flexible pop-up advertising network spanning diverse venues including mountain bike parks, summer pools, stadiums, surf clubs, holiday parks, RSAs, sports clubs, universities, fuel stations, backpackers, boat ramps, and event arenas. Supports tactical, event-based, and seasonal campaigns.
• Surf Clubs Network Seasonal advertising network at 70+ surf club locations across New Zealand beaches in partnership with Surf Life Saving NZ, featuring surf-club billboards targeting beachgoers and holidaymakers during the summer patrol season.
• Rugby Clubs Network Advertising network across 100+ rugby clubs in New Zealand, featuring bathroom posters and clubroom media placements targeting players, families, and supporters during the winter season.
• Netball Clubs Network Advertising network at netball clubs across New Zealand with billboards in high-visibility locations targeting players, families, and community members.
• Sports Clubs Network Multi-sport advertising network covering tennis, hockey, bowling, and football clubs across New Zealand, featuring bathroom posters and billboards for internal and external brand messaging.
• Farm & Rural Retail Network Advertising network across 80+ Farmlands stores and rural retail locations in New Zealand, targeting farmers, agricultural workers, and rural community members with print posters and counter cards.
• Trade/DIY Network Advertising network across ITM trade stores and DIY outlets in New Zealand, featuring digital panels targeting builders, trades professionals, and DIY enthusiasts.
• Universities / Tertiary Network Advertising network across New Zealand university fitness centres, libraries, student hubs, and campus venues with digital screens, bathroom posters, tactical banners, and sampling activities targeting students aged 18-24.
• Marine Network Advertising network at boat ramps, marinas, boating clubs, and fishing stores across New Zealand, featuring boat-ramp billboards and fridge/freezer decals targeting boating and fishing enthusiasts.
• Holiday Parks & Summer Hot Spots Network Seasonal advertising network covering holiday parks, campgrounds, and summer destinations across New Zealand, reaching families during summer holidays at beaches, mountain bike parks, and local cafes.
• Sampling & Brand Activations Product sampling and interactive brand activation service offered at CARTEL Media's venue partner locations, including manned and unmanned sampling, touch-screen quizzes, and product distribution through reception areas.
• Custom Builds Bespoke advertising solutions for unique creative concepts and campaign requirements, including 3D creative builds and unconventional physical placements developed in collaboration with brand clients.

Quantifiable outcome

• Over 8.3 million people reached monthly across all networks
• +3 more outcomes

Named customers20 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Surf Life Saving New ZealandcoreStrategic or Co-development PartnerStrategic partnership providing advertising access to 70+ surf clubs across New Zealand's beaches. CARTEL Media places media in prime coastal locations during summer, and contributes to funding and resources for surf life saving clubs. This partnership enables brands to reach beachgoers in relaxed summer environments while supporting community safety.
• DoohlycoreTechnology or IntegrationContent management system provider for CARTEL Media's digital out-of-home (DOOH) advertising. Doohly provides seamless content management, uploading, and reporting features with programmatic partner integration for real-time transactions.
• Print Partners (Recycling Programme)minorOthersPrint partners including Full Circle Recycling Programme, HP Latex technology providers, and Future Post recycling programme for corflute and PVC materials. Ensures sustainable disposal of printed advertising materials.
• No UglyminorGTM or Marketing PartnerCollaboration partner for 2019 EFFIE Awards campaign - provided gift items (hangover recovery products) for media industry professionals attending the awards event.
• Venue Partners (2,500+ sites)coreChannel Partner/ Reseller/ DistributorNetwork of 2,500+ venues including gyms, bars, family entertainment centres, sports clubs, surf clubs, holiday parks, marine locations, universities, and rural retail stores. Partners host advertising media and receive revenue share from ad placements.

Scale indicators9 records

Recent moves6 records

Expansion highlights7 records

Others

• Hivestack: Global programmatic digital out-of-home (DOOH) advertising platform and one of CARTEL's technology partners. Functions as both ecosystem partner (enabling programmatic demand for CARTEL inventory) and adjacent infrastructure provider for the broader DOOH category.
• Vistar Media: Programmatic DOOH advertising technology provider and supply-side platform that powers CARTEL's programmatic capabilities. Adjacent ecosystem participant enabling real-time bidding across digital out-of-home networks globally.
• MediaCom New Zealand: Major global media agency operating in NZ, frequently buying OOH/DOOH inventory on behalf of brand clients including several of CARTEL's customers (e.g., Samsung, Mastercard, Spark). Functions as a key buyer channel for CARTEL's network.

Broad incumbents

• oOh!media: Major Australian outdoor advertising company (recently merged with JCDecaux) operating billboards, transit, airport and digital OOH across Australia and NZ. Large established player with overlapping agency relationships and DOOH inventory comparable to CARTEL's offerings.
• JCDecaux: Global leader in outdoor advertising operating street furniture, billboards, transit and airport OOH across multiple markets including NZ (via Adshel acquisition). Far larger incumbent with broader portfolio but overlaps CARTEL in offering brands NZ-wide OOH reach.

Direct peers

• Bishopp Outdoor Advertising: New Zealand-based outdoor advertising company operating billboards and digital signage across regional and urban NZ markets. Direct competitor in the NZ OOH space, particularly in regional markets where CARTEL is expanding (e.g., Hawke's Bay, Taranaki).
• LUMO Digital Outdoor: New Zealand-based digital out-of-home (DOOH) advertising specialist operating premium digital billboards in high-traffic urban and roadside locations. Closest direct peer to CARTEL's digital network in the NZ DOOH segment, with comparable programmatic integration and agency sales approach.
• Buspak Advertising: New Zealand transit and outdoor advertising company specialising in bus and public transport OOH. Comparable to CARTEL as a NZ-focused OOH specialist targeting specific audience contexts (commuters, transit users).
• Go Media: New Zealand's largest out-of-home advertising company operating traditional roadside billboards, transit and digital OOH across the country. Direct competitor to CARTEL in the NZ OOH market, serving similar brand and agency clients with broader traditional OOH reach.

Regional players

• Adcorp New Zealand: Outdoor advertising company operating in Australia and New Zealand with traditional billboard and transit OOH inventory. Regional OOH peer offering comparable services but with broader geographic spread across Australasia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CARTELMediaNZ
• LinkedInlinkedin.com/company/cartelmedia
• Instagraminstagram.com/cartelmedianz

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 CARTEL Media