The Fold The deals that defined the year in local media – plus predictions for 2026
12 snips
Nov 24, 2025 Join Rachel Bayfield, Chief Technology & Innovation Officer at PHD; James Davidson, Chief Strategy and Planning Officer at PHD; and Helen Brown, Chief Investment Officer at PHD, as they dive into the trends shaping local media. They dissect pivotal deals like Trade Me's stake in Stuff and Sky's acquisition of Three, the rise of clean-room technology, and the evolving creator economy. With compelling predictions for 2026, they also tackle the challenges of TV fragmentation and the potential risks of AI on trust in advertising.
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Creator Content Is Now Effective
- Creator-led formats now drive real advertising effectiveness when done correctly.
- James Davidson highlights research showing branded creator content works if branding is clear and it doesn't feel like an ad.
Protect Platform Trust From AI Slop
- Watch for low-quality AI content eroding trust on social platforms.
- Rachel Bayfield advises platforms must balance human and AI content to preserve creator-driven trust.
OOH Growth And Measurement Shift
- Out-of-home (OOH) is growing and digitising rapidly in NZ, attracting significant spend.
- Helen Brown says unified measurement like Know is changing planning by enabling reach and frequency work.