QMS wins Auckland Transport OOH contract, cements position in NZ’s outdoor market

QMS-owned MediaWorks has secured Auckland Transport’s prized out-of-home portfolio, taking over four key asset categories and establishing itself as New Zealand’s largest OOH media operator.

The new long-term agreement covers street furniture, transit media (buses, trains, ferries), transport hubs including upcoming CRL stations and Auckland’s billboard network. It begins on 16 October 2025 and follows what Auckland Transport described as “an incredibly competitive process.”

The win is a major blow to incumbent oOh!media, which confirmed in an ASX announcement this morning that the contract loss represents more than 4% of its 2024 revenue - a hit exceeding $25 million.

MediaWorks, already the country’s top radio company, now becomes the dominant force in New Zealand’s outdoor advertising market. It plans to expand Auckland’s street furniture footprint, which already includes nearly 2,000 advertising panels, with new digital formats across the network.

“This win is a game changer and re-shapes the way OOH will be planned and bought by advertisers in New Zealand,” QMS and MediaWorks chairman Barclay Nettlefold, said in a statement. “It firmly establishes us as the #1 OOH operator across New Zealand.”

The win deepens the strategic link between QMS’ Australian operations and its trans-Tasman subsidiary. QMS CEO John O’Neill noted the new Auckland contract complements its City of Sydney street furniture deal, making QMS the first OOH operator to simultaneously hold both marquee contracts in the ANZ region.

“With the growing trend towards trans-Tasman trading, our shared expertise between QMS and MediaWorks will provide greater opportunities for our media agency partners and their clients to plan and buy across both markets,” O’Neill said.

MediaWorks engages 3.5 million New Zealanders each week across radio, digital and out of home, reaching 85% of the country’s population. It became a fully owned subsidiary of QMS in June, following QMS’ acquisition of Oaktree Capital’s stake.

The new partnership with Auckland Transport is expected to significantly reshape the competitive dynamics in New Zealand’s $500m+ media market, with the OOH share now firmly led by MediaWorks.