By Nick Vile, General Manager, oOh!media New Zealand
Private-Public Partnerships (PPPs) are a hot topic now, following the government’s recent announcement of grants for street furniture and EV charging, alongside directives to councils to explore new revenue streams.
It all makes a lot of sense and highlights the opportunity for commercially orientated organisations to help shape public spaces. In February this year, oOh!media New Zealand celebrated 25 years of doing exactly that – monetising advertising-funded street furniture for the benefit of the community, our council partners and of course, our shareholders. For more than two decades, we’ve been quietly helping shape the look, feel, and function of New Zealand’s public spaces. From everyday bus shelters to our more recent partnership with Locky Docks, which provide free e-bike charging, we have been providing and maintaining infrastructure that complements the fabric of everyday life.
But as our cities evolve, so too must our approach. As we invest more heavily in infrastructure, the question isn’t just about building new assets – it also about making the most of what we already have. How can we help our existing spaces work harder, smarter, and more meaningfully for Kiwis?
Infrastructure that Works Harder for Communities
We’ve seen advertising-funded street furniture evolve in Aotearoa over time, including leading the digitisation of Out of Home (OOH) advertising assets, which has generated more revenue to reinvest back into the communities within which we operate. More recently we have seen the greenification of bus shelters with roof gardens installed into prominent locations, further demonstrating the role that street furniture can have in improving streetscape. The importance of having the right people doing the right things, coupled with strategic investment and innovative solutions is required to future-proof our cities.
These assets need to help locals find their way, stay dry, and stay informed. When this simple part of daily life is well-planned and well-kept, it contributes to civic pride. People feel better about the places where they live, work and play, and it gives local body decision makers reassurance and confidence. When it’s neglected, it becomes a focal point of frustration for all.
We know that our local team take immense pride in managing and maintaining our nationwide network of street furniture, retail media, and transport assets. These are high-use, high-visibility spaces that deliver public benefit every day.
Smarter Use of What We Already Have
OOH advertising has always had an advantage of its physical presence within the communities that it serves, but now it’s also about facilitating a connection with those communities. People want content that speaks to them – their location, their interests and their commute. Content and creative should be responsive, personalised, and have the ability to change with the time of day, week, and the needs of each community. In Auckland, Remuera, Queen Street, Ponsonby and New Lynn are suburbs not too far in distance but very different in other ways. Similarly, in Wellington Courtenay Place, Thorndon and Newtown providing very differing services and amenities for residents. Understanding these nuances, how Kiwis move and their mindsets, and how to be agile with creative approaches is the competitive advantage businesses and advertisers are seeking out.
Beyond advertising, harnessing the power of art through public installations or supporting local grant programmes like Te Whakatairanga offers another way to engage with the community and share a wider range of stories. The focus should always be on fostering genuine partnerships, not just placements, and utilising infrastructure that holds commercial value because it delivers real value to the community. In turn, its role in the community enhances its commercial worth, demonstrating how well-executed PPPs can work.
OOH advertising is one of the few public-facing media formats that doesn’t interrupt. When done right, it complements and enhances. Building media spaces that serve a purpose beyond the sale is key. Whether it’s public health messaging, community storytelling, or promoting sustainable transport, high quality infrastructure at scale which reaches broad and diverse audiences can deliver real impact.
Looking Forward: Keeping the Public at the Centre
Continuing to invest in media assets that don’t just occupy space but earn their place in the community is important. It’s about being unobtrusive and complementary. It means maintaining quality, fostering innovation, supporting local initiatives, and striving to make New Zealand’s public spaces work harder for the Kiwis who use them.
