Three men wear headphones and speak into microphones as if recording a podcast. The image has a faded, color-tinted effect with each man shaded in different colors: pink, black and white, and teal.

MediaOctober 9, 2025

The Fold: How agencies and out-of-home learned to love each other

Staff writers
Three men wear headphones and speak into microphones as if recording a podcast. The image has a faded, color-tinted effect with each man shaded in different colors: pink, black and white, and teal.

Duncan Greive is joined by Kurt Malcolm from JCDecaux NZ and Richard Thompson from D3 to discuss the unique brand-building possibilities of out-of-home, and where the thriving sector is headed.

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.

Follow The Fold on Apple Podcasts, Spotify or wherever you listen to podcasts.