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Programmatic Digital Out-of-Home (DOOH) in New Zealand

Plan, buy, and measure DOOH using programmatic tools — tailored for the NZ market.

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Why DOOH Matters in 2025

Scale meets precision

Mass urban reach with contextual targeting (time, place, weather, movement).

Brand impact

Premium placements lift recall and trust vs static billboards.

Dynamic messaging

Swap offers in real time for weather, events, and demand spikes.

Accessible buying

Activate via DSPs or direct, with flexible budgets and robust reporting.

What Is Programmatic DOOH?

  • DOOH: digital screens replacing static OOH with dynamic creative.
  • Programmatic: automated, data-driven buying that evaluates each play.
  • Integration: DOOH sits in DSP workflows via exchanges (e.g., Vistar, Hivestack).
  • Measurement: impression delivery, reach, attribution and more.

Types of DOOH Inventory

Roadside

Large digital billboards on highways and urban corridors.

Retail

Malls and point-of-purchase screens to influence buyers.

Transit

Stations, shelters, in-vehicle; longer dwell times.

Venues

Gyms, campuses, airports, stadia, offices.

NZ DOOH Suppliers & Access

JCDecaux

Airports & landmark sites in major cities.

QMS

High-traffic digital large-format; QUBE data tools.

oOh!media

Malls/retail/university networks nationwide.

Go Media

Regional & suburban coverage at scale.

Access via programmatic (Vistar, Hivestack, Place Exchange) or direct IO; use PMPs or PG for premium certainty.

DSP Access & Exchanges

  • Supply: screen-level access via Vistar, Hivestack, Place Exchange.
  • DSPs: The Trade Desk, DV360, Adform; specialised DOOH DSPs too.
  • Deals: Deal IDs, Open Exchange, PMP, Programmatic Guaranteed.
  • Reporting: impression verification, play logs, attribution studies.

Targeting Capabilities

Location

POIs, suburbs, postcodes, custom geofences.

Time

Dayparts by commute, shopping, or events.

Environment

Weather, temperature, UV, traffic conditions.

Audience

Behavioural segments using privacy-safe mobility data.

Creative triggers

Sports results, transport delays, stock changes.

Buying Models

  1. Direct IO — fixed placements and rates.
  2. Programmatic RTB — auction-based, dynamic pricing.
  3. Programmatic Guaranteed — reserved inventory at agreed CPM.
  4. PMP / Preferred — curated access and first-look rates.

DOOH Creative Best Practices

  • Bold, high-contrast colours for outdoor visibility.
  • Short copy: 6–8 words max; one clear message.
  • Large fonts & logos for distance legibility.
  • Quick branding and a strong focal image.
  • Subtle motion; avoid fast/flashy transitions.

Dynamic DOOH (DCO Integration)

Templates

Swap elements by time, weather, event, or location.

Use cases

Promotions, countdowns, directional messaging.

Context-aware templates can boost relevance and engagement substantially.

Omnichannel Integration

  • Mobile retargeting of exposed zones to drive action.
  • Video/CTV to extend storytelling and lift recall.
  • Audio for commute-time reinforcement.
  • Social to spark interaction and sharing.

Measurement & Metrics

Impressions & reach

Modelled via footfall and device data.

Heatmaps

Geographic engagement patterns.

Website lift by geo

Traffic changes in exposed areas.

Brand recall

3rd-party studies for awareness/consideration.

NZ Use Cases

Retail

Store launches, seasonal promos, foot-traffic.

Events

Sport & concerts with venue-proximate builds.

Education

Open days and enrolments by campus/city.

Health & Government

Public service and safety messaging.

Budget Guidance

  • Entry point: ~$5k–$10k for targeted flights.
  • CPMs: ~NZ$12–30 depending on screen/location/time.
  • Flight length: 2–4 week bursts; refresh creative if >4 weeks.
  • ROI: well-executed omnichannel DOOH can return 3–5×.

Creative Testing Strategy

  • A/B by region or screen type.
  • Compare static vs motion.
  • Use QR/short URLs for lightweight attribution.
  • Pair with mobile retargeting to close the loop.

Attribution Considerations

  • View-through influence and brand lift studies.
  • Geo-based traffic correlation and holdout tests.
  • Privacy-compliant mobility data for store visits.
  • Include DOOH in multi-touch attribution.

Mistakes to Avoid

  • Reusing web display creative on large screens.
  • Poor pacing or missing frequency controls.
  • Ignoring production/approval timelines.
  • Media–creative teams working in silos.

DOOH & Privacy

  • Anonymised, aggregated targeting and footfall data.
  • Cookie-free reach aligned with global regulations.
  • Measurement methods that preserve privacy.

How KBR Supports DOOH

Strategy & planning

Audience analysis, screen mapping, and flighting.

Technical setup

DSP config, integrations, and creative QA.

Dynamic creative

Templates that react to time, weather, and events.

Coordination & reporting

Supplier management, dashboards, and actionable insights.

Ready to Make Outdoor Smarter?

We’ll help you combine reach with relevance across New Zealand’s smartest screens.