QMS’s bold entry into the Sydney out-of-home (OOH) advertising market is reshaping the industry landscape with strategic expansion and innovative approaches. Led by Tim Murphy, QMS’s chief sales officer, the company has transformed from a significant player in Melbourne and Brisbane to a formidable presence in Sydney. This article delves into QMS’s journey, highlighting key milestones and strategic initiatives that are setting new standards in the OOH market.
Strategic Expansion in Sydney
Securing Key Contracts
Historically, QMS had a substantial gap in its digital large-format presence in Sydney. This changed dramatically in mid-2023 with the strategic acquisition of the Transport for NSW contract from JCDecaux. This milestone significantly shifted the dynamics of the OOH market, underscoring QMS’s commitment to building out large-format networks despite the considerable time, investment, and energy required. The acquisition was not just a business transaction but a statement of intent, demonstrating QMS’s strategic foresight and willingness to compete with established giants in the Sydney market.
The Transport for NSW contract is particularly noteworthy because it encompasses some of Sydney’s most prominent and high-traffic areas, offering QMS unparalleled visibility and reach. This development has been pivotal in leveling the playing field in the Sydney OOH market. Securing such a prestigious contract has allowed QMS to bolster its presence rapidly, enabling the company to deliver impactful advertising solutions across various key locations in the city. This strategic move has not only broadened QMS’s footprint but also intensified competition within the industry, challenging competitors to innovate and enhance their offerings.
Expanding Digital Footprint
Since mid-2023, QMS has expanded its digital large-format footprint in Sydney by 40%. This growth was driven by other significant acquisitions such as the Hills District contract and assets within the Australian Turf Club (ATC) and Australian Rail Track Corporation (ARTC). These expansions highlight QMS’s dedication to enhancing its reach and impact in Sydney, making the city a critical component of their national strategy. By strategically acquiring valuable assets, QMS has positioned itself to offer advertisers an extensive and diverse range of locations, facilitating more targeted and effective advertising campaigns.
The Hills District contract, for example, has enabled QMS to tap into a growing suburban market, while the assets within ATC and ARTC have provided access to prime venues and transit hubs. This multifaceted approach to expansion underscores QMS’s commitment to creating a comprehensive network that caters to diverse advertising needs. The company’s focus on strategic acquisitions has not only expanded its physical presence but also strengthened its ability to deliver high-impact, high-reach advertising solutions. This significant digital footprint does not merely mean more screens but smarter placements, thus maximizing the potential for audience engagement.
Enhanced Reach and Impact
Comprehensive Coverage
For advertisers, QMS’s expansion is not just about more screens but smarter and more strategic reach. The company’s network now covers 96% of Sydney’s population weekly, establishing itself as a true national player with a comprehensive five-city metro footprint that includes Melbourne, Brisbane, Perth, and Adelaide. Major advertisers like Stan, Paramount, Kia, CBA, Virgin, and Asahi are leveraging this expanded reach for national campaigns. This extensive coverage ensures that advertisers can execute broad-reaching, impactful campaigns that resonate with diverse audiences across major metropolitan areas.
QMS’s ability to cover such a vast percentage of Sydney’s population weekly is a testament to its strategic planning and investment in prime locations. This expansive network enables brands to achieve unparalleled visibility and engagement, turning OOH advertising into a pivotal component of their marketing strategies. The comprehensive metro footprint across five cities further enhances QMS’s value proposition, allowing advertisers to seamlessly integrate their campaigns across different regions. As a result, brands can maintain consistent messaging and achieve cohesive results on a national scale, reinforcing their market presence and amplifying their reach.
Programmatic OOH Growth
The rise of programmatic OOH is a notable trend, showing significant month-on-month growth of 45–50%. This shift towards more dynamic and data-driven approaches in advertising reflects the evolving landscape of the OOH industry, allowing brands to integrate brand-building with performance-driven strategies through innovative uses of digital inventory. Programmatic OOH leverages real-time data and technology to deliver more targeted and relevant advertisements, enhancing the overall effectiveness and efficiency of campaigns. As advertisers increasingly embrace this approach, QMS is well-positioned to capitalize on this trend, offering advanced solutions that cater to modern advertising needs.
The growth of programmatic OOH underscores the industry’s movement towards more sophisticated and tech-driven advertising solutions. By integrating data analytics and automation into the ad-buying process, programmatic OOH enables advertisers to reach specific audiences with precision, optimizing their ad spend and maximizing ROI. QMS’s investment in programmatic technology demonstrates its commitment to staying ahead of industry trends and providing advertisers with cutting-edge tools to achieve their marketing goals. This innovative approach not only enhances campaign performance but also sets QMS apart as a forward-thinking leader in the OOH market.
Innovative Measurement Techniques
MOVE 2.0
One of the most transformative developments in the OOH sector is the advancement in measurement techniques. QMS is leading this evolution with the impending launch of MOVE 2.0, which promises deeper insights into digital versus static formats. The development of MOVE 2.0 has been a complex and lengthy process, involving extensive testing and calibration to ensure accuracy and reliability. This new system is expected to revolutionize the way advertisers measure and analyze the impact of their OOH campaigns, providing more granular data and valuable insights into audience engagement and behavior.
The introduction of MOVE 2.0 represents a significant leap forward in measurement capabilities, allowing advertisers to differentiate between the performance of digital and static OOH formats. This enhanced level of detail will enable advertisers to make more informed decisions, optimizing their strategies for maximum impact. The rigorous testing and calibration undertaken in the development of MOVE 2.0 underscore QMS’s commitment to delivering a reliable and robust measurement system. As the industry anticipates the launch of this innovative tool, QMS is poised to set new standards in how OOH advertising is evaluated and understood.
Attention Studies
QMS continues to work with Amplified Intelligence and Karen Nelson-Field on attention studies. The forthcoming Phase 2 of this research aims to provide even more in-depth insights into how digital OOH engages audiences, enhancing the value proposition for advertisers. These studies are crucial for understanding audience engagement and optimizing advertising strategies. The collaboration with Amplified Intelligence and Karen Nelson-Field underscores QMS’s dedication to leveraging scientific research and data to inform and enhance its advertising solutions.
Phase 2 of the attention studies is expected to delve deeper into the nuances of audience engagement with digital OOH formats, providing advertisers with actionable insights that can drive more effective campaigns. By understanding how and why certain advertisements capture attention, QMS can offer more tailored and impactful advertising solutions, further solidifying its position as an industry leader. This ongoing research collaboration highlights QMS’s commitment to continuous improvement and innovation, ensuring that its advertising solutions are grounded in empirical evidence and best practices.
Creative Advancements
High-Impact Formats
Creatively, QMS is pushing boundaries with high-impact formats including 3D, motion, and interactive creatives. Despite some inherent limitations in locations like high-speed arterial roads, QMS is strategically combining different types of assets to maximize impact and engagement. This innovative approach ensures that advertisements are not only seen but also remembered. By employing advanced creative techniques, QMS is enhancing the visual appeal and effectiveness of its OOH campaigns, capturing the attention of audiences in new and compelling ways.
The use of high-impact formats like 3D and interactive creatives allows QMS to deliver more immersive and engaging advertising experiences. These formats create memorable and impactful impressions, driving higher levels of audience engagement and recall. By strategically deploying these advanced creatives in prime locations, QMS can maximize the reach and effectiveness of its campaigns, setting new standards for creativity in the OOH industry. This commitment to innovation and excellence in creative execution highlights QMS’s dedication to delivering superior advertising solutions that stand out in a crowded market.
Quality Over Quantity
QMS’s ambitious move into the Sydney out-of-home (OOH) advertising market is significantly transforming the industry’s landscape. With strategic expansion and groundbreaking approaches, the company has broadened its horizons under the leadership of Tim Murphy, QMS’s chief sales officer. Initially recognized as a key player in the Melbourne and Brisbane markets, QMS has now established itself as a dominant force in Sydney. This dramatic progression is the focus of this article, which explores QMS’s journey, shedding light on essential milestones and strategic initiatives that are elevating standards within the OOH advertising sector. By actively pushing boundaries and embracing innovation, QMS is not just participating in the market but is effectively setting new benchmarks. The company’s commitment to excellence and forward-thinking strategies are paving the way for a new era in out-of-home advertising, making them a formidable competitor in the Sydney market.
