Resources

See below for our FAQ’s and Glossary resources

FAQs

  • knOOH is New Zealand’s new, unified Out of Home audience measurement system. It replaces the Calibre system. It is the new industry standard for Out of Home media in NZ. 

  • Yes. knOOH fully replaces the Calibre system.

  • knOOH was created to better support the evolving needs of the New Zealand Out of Home industry. It introduces a unified single source of truth, robust, currency for audience measurement across multiple formats and suppliers.

  • knOOH is a new era of planning and accountability for the New Zealand Out of Home sector. Developed in collaboration with New Zealand's Out of Home providers; covering 96% of the market.  knOOH provides a single, consistent, and transparent source of truth for advertisers, agencies, and marketers, streamlining the Out of Home planning, measurement and scheduling process.

  • Yes. knOOH uses a completely different set of data inputs, plus a different set of models and methodologies to calculate OOH measures. Even the measures themselves are different:

    Calibre measured Reach, Frequency and Contacts, with no adjustment for digital screen rotations. knOOH measures Reach, Frequency and Impressions, with adjustment to digital screen audiences to account for the rotation of digital ads.

  • knOOH leverages a multi-model, multi-technology type methodology to calculate audiences.

    Data types include:

    • Anonymized, depersonalized mobile location data from cell tower pings, and from app SDKs.

    • Traffic data from a variety of sources, including APIs, and static databases.

    • Survey data

    • Population demographics

    • NZ road and building information

    • Transport hub data

    • Travel statistics

    • Panel information from NZ OOH companies

  • knOOH is the new industry standard, offering a robust and unified measurement currency. As this is a new system with updated methodologies, variances from previous Calibre data are an expected outcome of more accurate measurement, and therefore makegoods based on these variances will not be provided. We are committed to quickly resolving any unforeseen issues or data discrepancies that may arise post-launch. Our dedicated team will be actively engaged in supporting users and addressing feedback.

    • Simple, easy to use planning interface

    • Rapid campaign query speeds

    • Standardized impressions and share of time adjusted reach

    • 10 x OOH operators available to be planned at launch

  • You may use your own data sets to compliment knOOH in planning OOH, however the measures from knOOH are the industry approved standard and cannot be modified in any way.

    For example;

    • You can use 3rd party datasets to determine which panels you would like to plan in knOOH.

    • You can not use 3rd party datasets to adjust the reach, frequency, impressions or any other output produced by the knOOH system.

  • The new unified audience measurement system knOOH and the following improvements:

    • A single measurement currency

    • Combined, deduplicated reach and frequency data across suppliers and formats

    •  A people movement model powered by billions of data points from multiple local data sources and technologies.

    • Improved campaign measures, including standardised impressions

    • Measurement for roadside, airports, retail and transport hubs with bus measurement planned shortly.

    • Improved granularity and seasonality

    • A new user interface with improved speed and usability

    • Transparency, with full access and self-service for media agencies

  • 96% of the industry suppliers will use the knOOH system. These include: Go Media, JCDecaux, LUMO, MediaWorks, oOh! Media, Ad-vantage,Bekon Media Jolt, MAD and Vast.

  • Yes. knOOH enables planning across all participating suppliers within a single platform, utilising a unified measurement currency for streamlined campaign measurement.

  • Yes. knOOH has been purpose built to enable media buyers and advertisers to plan their Out of Home campaigns using any combination of formats.

  • The currency is calculated using millions of data points. These include mobile device location data, traffic patterns, and demographic data, all processed through a validated data model tailored for the NZ market. The model is built and maintained by ‘Mortal’ – an independent New Zealand analytics company who have been building Out of Home audience measurement systems since 2016.

  • knOOH’s data is continually updated. The reach and frequency scores for sites are updated once per quarter.

  • The platform offers ASA (Advertising Standards Authority) exclusion filters within the campaign creation wizard. These allow users to automatically exclude panels if a significant portion of their audience is under 18 years old, or if the panel is located within a specified distance of a school entrance. This feature aids in planning compliant campaigns.

  • To be included in knOOH, Out of Home companies must first be members of OOHMAA (Out of Home Media Association Aotearoa). OOHMAA mandates that all sites listed must be compliant with industry standards; non-compliant sites are not permitted within the knOOH platform.

  • There’s a "Help" button on the knOOH website. Clicking this button will submit a ticket directly to the dedicated service desk. Use this for reporting bugs or suggesting new features. For specific issues, include the five-digit campaign code. Alternatively you can email head of product directly: Jacob@oohmaa.co.nz

  • Jacob Williams, Head of Product, is responsible for managing and prioritizing the product backlog. He will arbitrate future development for the platform and acts as the primary conduit between users (members and agencies) and the development team. User feedback from roadshows and ongoing engagement will be critical in shaping the product roadmap.

  • Visit knooh.co.nz and click the Log-In button, then select the ‘not registered’ link.

  • Contact Jacob Williams, Product Lead, knOOH Jacob@oohmaa.co.nz

  • For technical support click on the Question Mark icon on any page on the system, or email knooh.support@mortal.nz. Alternatively, you can contact your OOHMAA or Out of Home supplier representative.

GLOSSARY

Audience & Measurement

  • Average number of ads a person is likely to see while within a panel’s viewing corridor during their dwell time; used in the Impression Multiplier Probabilistic calculation.

  • Audience composition by common age and gender categories; default audience base is 15+ unless otherwise stated.

  • How long people remain within a panel’s viewing corridor, measured in seconds.

  • Average number of times each person has the opportunity to see the campaign.

  • Gross number of people in view of a panel in a given hour.

  • The number of impressions generated by a single ad play on a screen; conceptually: (hourly audience contacts × ad exposure per dwell time) ÷ ad slots per hour.

  • Best‑practice modelling approach that blends multiple data sources so each compensates and validates the others.

  • The total audience who has the opportunity to see an ad (exposure opportunity, not guaranteed viewing).

  • Where a campaign audience originates from (e.g. by region).

  • A mapped location (e.g., landmark, venue, or retail site) used in audience modelling to determine proximity, context, and relevance of OOH panels.

  • Number of unique people with the opportunity to see a campaign at least once.

  • Adjustment of audience volumes by time of year and location to reflect movement patterns.

  • The area from which a screen is visible; used to determine exposure opportunity and dwell time.

Formats & Environments

  • Where ads are displayed - e.g., roadside, indoor, place-based, and transit contexts.

  • High‑impact billboards and pedestrian signage (including bus shelters and some mall signage) located along roads and walkways.

  • OOH in/around public and private transport (buses, ferries, trains, rideshare, delivery bags), both interior and exterior placements.

  • Indoor environments such as cafés, cinemas, gyms, and venues - each with context-specific audience movement models.

Media & Ad Delivery

  • Length of a single ad play in seconds; sometimes called ad length.

  • A single scheduled display of a creative on a panel; plays are tracked and verified for delivery.

  • Number of ad plays available in an hour on a panel, determined by loop length and ad slot duration.

  • Additional exposure time delivered on booked panels beyond contracted time; counts toward total exposure time targets.

  • Additional ad plays delivered beyond the contracted amount; typically counted toward delivery.

  • The total contracted exposure time across the campaign period (e.g., week/day); assessed in weekly verification windows.

  • The set of panels/sites contracted for a campaign.

  • Total contracted number of ad plays to be delivered during the campaign period.

  • Panels/sites that delivered the required minimum threshold during the campaign (commonly 95%+ of planned plays).

  • Ad plays verified as delivered during the campaign period.

  • Electronic/digital screens used for out-of-home advertising; enables one-to-many ad delivery and impression-based trading.

  • Total duration that a campaign’s content is on screen across booked sites during the campaign period.

  • The defined start and end dates for a campaign or line items within a campaign; used to schedule delivery and booking windows.

  • Defined hours when screens are active and expected to play content; verification may account for delivery inside/outside these hours.

  • The maximum time block used for delivery assessment (typically one week), with longer campaigns assessed in consecutive weekly windows.

  • Physical OOH advertising placements (e.g., screens, billboards, bus shelters) available to book.

Metrics & Economics

  • Cost to deliver 1,000 impressions.

  • Audience‑based DOOH buying against impression targets via programmatic platforms; distinct from Share‑of‑Time/Voice bookings.

  • Percentage of total panel time allocated to an advertiser within a loop; also called Share of Voice (SOV) in verification contexts. knOOH standardizes digital metrics at 15% SoT.

  • Total number of opportunities for the target audience to see the ad on panels; knOOH standardises to a 15% Share of Time for panels.

knOOH & Systems

  • The unified industry system for OOH audience metrics (knOOH in New Zealand).

  • Excludes sites that do not meet ASA advertising & promotion code, requiring a minimum 80% of intended audience to be aged 18+.

  • Excludes panels within a defined distance and line-of-sight of school entrances (e.g., less than 300m).

  • knOOH’s APIs that integrate panel data and audience measurement metrics for use in planning and reporting.

  • A publisher‑side platform that distributes DOOH inventory and audience signals to programmatic buyers and ad servers (e.g., supports ingestion of Impression Multiplier data).

  • A non‑production knOOH environment where members review panels and measurement scores before go‑live.