New Zealand Agencies Embrace AI-Driven Advertising Strategies
In 2025, New Zealand agencies including Thompson Spencer, D3 and Vast Billboards reported shifts in advertising practice, highlighted by September's launch of knOOH, the country's first unified OOH audience measurement system. Agencies adopted AI-powered content engines and hybrid human-AI workflows while retail media and first-party data rose in importance. The changes point to more measurable OOH planning and broader SME access to digital out-of-home buying in 2026.
Key Points
- 1Launches knOOH unified OOH measurement in September, standardizing digital and static audience metrics nationwide.
- 2Highlights agencies deploying AI-powered content engines and hybrid human-AI workflows to scale verified, on-brand content.
- 3Encourages practitioners to leverage first-party data, retail media and self-serve OOH platforms for targeted national planning.
Scoring Rationale
Strong practical relevance and confirmed industry launches drive score, but impact is regionally confined and based on agency viewpoints.
Sources
Public references used for this report.
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