From a traditional "direct" medium to a data-driven powerhouse, out-of-home media has undergone a true evolution. Over a 17-year period, the out-of-home space has gone from commanding a mere 3% of industry ad revenue to approximately 18%, expanding to fill the void left by fragmenting media channels like linear television.

Duncan Greive is joined by Kurt Malcolm, Head of Trading and Platforms at JCDecaux NZ, and Richard Thompson, Founder of D3, to discuss how innovations like knOOH - a cross-industry collaboration to measure audience - have contributed to the continued rise of out-of-home in Aotearoa.

This is the final episode of our partnership with JC Decaux.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Agencies and out-of-home: how they learned to love each other