Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.
Ash Houghton is VP of Sales for NZ at Hivestack.
If Hivestack was a drink, what would it be?
Spicy Paloma – bold, refreshing, and with just the right amount of kick to keep things dynamic.
What was the coolest development in programmatic out of home in 2024?
Seeing clients who were historically priced out of OOH now leaning in and running campaigns has been a game-changer. The rise of programmatic DOOH has opened the door for many net-new advertisers to the channel, many of whom are now consistently leveraging the channel on a consistent basis.
Did you notice any key differences in how Kiwis interacted with out of home media this year?
There’s been a resurgence in foot traffic across urban centres, driving higher OOH engagement. Additionally, programmatic DOOH has gained momentum, allowing more dynamic, data-driven campaigns tailored to audience behaviours in real time. Kiwis are also becoming more tech-fluent responding to interactive formats and location-specific messaging.
How will AI impact your work in 2025?
Beyond merely optimising bids, AI is poised to offer sophisticated recommendations by analysing predicted factors like historical performance, foot traffic data, and local events. This will no doubt makes outdoor advertising more precise and effective than ever.
What office item/tool could you not work without?
Magic Mouse. Doing a lot of platform demos, the touchpad just doesn’t cut the mustard!
What helped you stay motivated?
For me it’s less about motivation and more about the drive and curiosity — seeing technology like Hivestack transform the oldest advertising channel, OOH, into something smarter, faster, and more impactful keeps thing very dynamic and interesting on a daily basis.
What does 2025 hold for programmatic out of home?
Programmatic out of home will thrive on dynamic triggers and creatives, leveraging real-time data to capitalize on key moments in the social zeitgeist. Delivering hyper-relevant messaging that connects brands with audiences when it matters most. Brands and ad agencies will seamlessly connect their clients’ most relevant moments into real-time activations.
What was your most exciting moment of 2024?
Fire and Emergency’s Wildfires campaign earned global recognition, taking home two Golds at The Wires Global Awards in London for Best Regional Campaign, and another Gold at The Mediapost OMMA Awards in New York for Excellence in Online Advertising (Programmatic).
Quick fire questions
- Most memorable local campaign?
AA Insurance – Live a little freer has a song I don’t know I will ever get out of my head! - Best international campaign?
Hate to say it but Temu’s global takeover was nothing short of impressive — its strategic mix of aggressive pricing, heavy advertising, and viral appeal made it a household name almost overnight. - A campaign you wish you worked on?
The relaunch and also retiring of Pals Pink and Yellow. They definitely know how to execute some of the most unmissable OOH creative. - An news story that got too much attention in 2024?
Also Temu! - Biggest flop of 2024?
Apple Intelligence! - The best thing about your industry?
100% has to be the people. Working with some of the brightest minds on a daily basis and making some genuinely good friends has been a bonus! - How do you relax?
I don’t know if I would always call it relaxing, but trying to get my golf handicap down provides both relaxation when going well and pain when not! - Your favourite snack?
Cheese and Bacon Shapes!