NZ Outdoor Advertising
Who owns what, how many sites, how many impressions. Digital billboards, static boards, buses, bus shelters, and street posters — national and Auckland.
Data sources & caveat: Statistics on this page are sourced from OOHMAA (Out of Home Media Association of Aotearoa) industry data, individual operator-reported figures, and publicly available company information. Impression figures use OOHMAA audience measurement methodology for member companies; non-member figures are estimates using publicly reported data. Site counts are estimates — operators define "sites" differently (panels vs locations). CPM ranges are indicative only and vary significantly by market, package, and negotiation. Always verify data with your agency or directly with operators before making investment decisions.
NZ OOH operators — ranked by national network size
All major operators by estimated national site count, formats, and monthly impressions. OOHMAA = member of Out of Home Media Association of Aotearoa (independent audience measurement).
| Company | Formats | National sites | Monthly impressions | OOHMAA | Coverage |
|---|---|---|---|---|---|
| Phantom Billstickers | Street postersDigital street posters | 6,500 | Estimated 280M+ | Non-member | National — all major urban centres |
| QMS Media | Digital billboardsStatic billboardsBuses / transitBus sheltersStreet furniture | 2,800 | 2.6B+ | Member | National — all major markets |
| oOh!media | Street posters (classic & LED)Bus sheltersShopping centresUniversitiesFuel networkStreet furniture | 1,800 | 1.4B+ | Member | National — 11 metro markets Whangarei to Invercargill |
| Shout Media | Street postersAmbient / non-traditional | 1,200 | Estimated 120M+ | Non-member | Main urban markets |
| JCDecaux | Airport advertisingTransit (Wellington)Bus sheltersDigital city panels | 620 | 680M+ | Member | Auckland Airport, Wellington Airport, Wellington transit, major city panels |
| Go Media | Static billboardsDigital billboards | 400 | 480M+ | Non-member | Auckland-focused; some national |
| LUMO Digital | Digital billboards (premium roadside) | 71 | 320M+ | Non-member | Auckland, Christchurch, Wellington, Hamilton, Dunedin |
Site counts are estimates from public company data and industry reports. Exact figures vary by definition of "site" (panels vs locations). Impression figures use operator-reported OOHMAA-methodology data where available, estimates elsewhere.
Auckland market — ranked by site count
Auckland accounts for approximately 35–40% of total NZ OOH spend. Coverage and format mix below.
| # | Company | Auckland sites (est.) | Key Auckland formats | Auckland strength |
|---|---|---|---|---|
| 1 | Phantom Billstickers | 2,200 | Street postersDigital street posters | Dominant inner-city Auckland street poster coverage; Grey Lynn, Ponsonby, K Road, CBD |
| 2 | QMS Media | 950 | Digital billboardsStatic billboardsBuses / transit | Dominant in Auckland transit and bus advertising following AT contract win |
| 3 | oOh!media | 620 | Street posters (classic & LED)Bus sheltersShopping centres | Strong suburban street poster network and shopping centre sites |
| 4 | Shout Media | 480 | Street postersAmbient / non-traditional | Inner-city Auckland complement to Phantom — useful for full coverage |
| 5 | Go Media | 210 | Static billboardsDigital billboards | Motorway corridors; some of Auckland's highest-traffic billboard positions |
| 6 | JCDecaux | 180 | Airport advertisingTransit (Wellington)Bus shelters | Auckland Airport — only OOH environment capturing international and domestic travellers |
| 7 | LUMO Digital | 28 | Digital billboards (premium roadside) | Premium arterial billboard positions — Remuera, major motorway corridors |
OOH format guide — buying considerations
What each format delivers, who operates it, and what to watch for when buying.
Large-format digital billboards
LED screens ≥ 6x3m on motorways and arterialsStatic billboards
Traditional printed/vinyl roadside boardsBuses / bus exterior
Full wraps, T-sides, rear panels on Auckland/Wellington busesBus shelters / street furniture
6-sheet and digital panels at bus stops and street levelStreet posters (A1/A0)
Small-format printed posters in high-pedestrian areasAudience profile by OOH format
Which format best reaches which demographic, typical peak dayparts, and indicative CPMs.
| Format | Indexed demographic | Peak effectiveness | Indicative CPM |
|---|---|---|---|
| Large-format digital billboard | 25–54, mid-high income motorists | Commuter periods (7–9am, 4–7pm) | $8–$18 |
| Static billboard (motorway) | Broad 18–65, all-income motorists | Constant | $6–$14 |
| Bus exterior | 18–39, lower-mid income, urban commuters | Peak commute | $10–$22 |
| Bus shelter / street furniture | All adults, CBD and suburban pedestrians | Breakfast and evening peak | $12–$28 |
| Street poster | 18–35, inner-city, culture-aware | Weekend evenings | $4–$10 |
CPMs are gross estimates; OOH is not standardised to a single CPM methodology. Compare operators using the same audience measurement base (OOHMAA for members) where possible.
Fact-checking OOH supplier claims
Impression figures in OOH can be confusing. Here's what you need to know.
"QMS delivers 2.6 billion impressions per month" (QMS sales material)
The 2.6B figure is 'opportunities to see' across the entire national network — a gross impressions count that includes the same vehicle or person multiple times. It is not 2.6 billion unique people. OOH impression methodology (from OOHMAA) estimates the average number of times a person passes an OOH site in a week, then aggregates. Used consistently across the industry it's a useful relative measure — but never present this as 'reach.'
"Digital OOH is up 12% and growing" (Industry / DOOH vendors)
New Zealand DOOH revenue growth of double digits is consistent with 2025 figures from OOHMAA and global OOH tracking. Digital now accounts for approximately 40–50% of total NZ OOH revenue, up from under 20% in 2019. This growth is driven by programmatic DOOH buying and flexible campaign capabilities.
"OOH reaches more Aucklanders than commercial radio" (Go Media / industry)
If you define 'reach' as 'anyone who could have seen an OOH panel,' Auckland's dense format network does cover a very high percentage of regular commuters. But 'could have seen' is not the same as attentive engagement. GfK radio data measures people who actively chose to tune in and listen. These metrics are not comparable without careful qualification.
Super Media view
QMS has materially strengthened their Auckland position with the AT contract (October 2025). If you're planning transit-heavy OOH in Auckland — buses, bus shelters, transport hub screens — QMS is now the dominant single operator. This concentration of inventory in one owner affects negotiating dynamics; competitive tension from multiple operators existed previously that no longer does to the same degree.
LUMO offers genuinely premium digital billboard positions at a smaller network scale. Their arterial Auckland sites generate some of the highest individual site impression counts in NZ — if your campaign needs premium-feel, high-traffic digital exposure rather than blanket coverage, LUMO is worth a dedicated conversation.
The non-OOHMAA operators (Go Media, Phantom Billstickers, Shout Media) do not participate in industry audience measurement. This doesn't mean their sites are poor — Go Media holds some of Auckland's best motorway billboard positions — but you need to scrutinise their audience claims more carefully as they use proprietary methodology.
OOH should not be planned in isolation from other channels. The strongest argument for outdoor is its role as an amplifier: it extends reach, drives frequency against people already seeing the campaign in other media, and works best when the creative is built for the format (short messages, strong visuals, no phone numbers).