oOh! Unveils New Zealand’s First Retail Audience Measurement System

Maddie Cotterill

oOh!media has launched New Zealand’s first retail audience measurement system – called CRAFT, the reach and frequency audience measurement system is based on multiple data sources that will give advertisers better insights to help generate effective campaign planning.

Adam McGregor, oOh!’s General Manager New Zealand, told us “CRAFT has been designed specifically for the New Zealand retail market with New Zealand data. “CRAFT demonstrates that our fast-growing, full motion digital retail network has a unique reach of 75 per cent of the population in oOh!’s nine media regions of Auckland, Hamilton, Tauranga, New Plymouth, Palmerston North, Wellington, Nelson, Christchurch, and Dunedin. “This is particularly exciting for us as it demonstrates that we can fulfil two crucial roles for advertisers, the traditional path to purchase presence and now strong national broadcast reach.”

Adam McGregor told us that oOh! had spent three years developing CRAFT, or Connected Reach and Frequency Targeting, for New Zealand.

“Understanding the demographic distribution of people who use shopping centres across a city gives media buyers and advertisers a powerful and robust tool to make accurate decisions and employ effective strategies. We believe CRAFT is an important milestone for accountability in Out Of Home and demonstrates the powerful national reach that retail media can provide,”

CRAFT uses geo-mapping and visualisation capability and builds a picture of the lives of consumers by fusing data from 35 sources including a range of New Zealand shopping centre-specific data sets, National Bureau of Statistics data and proprietary data.
oOh!’s network will extend soon to Queenstown following a recent contract win with the Stride Property Group for the Remarkables Park Town Centre.

In 2017 oOh! will be in 50 shopping centres with three quarters of the network being digital oOh! developed CRAFT along with internationally-recognised analytics agency, The Demographer’s Workshop, specialists in harnessing big data and using geographic information systems to understand the movement of people, their purchase behavior and response to advertising campaigns.


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