NOVA and QMS launch real-time audio-to-DOOH technology

NOVA Entertainment and QMS have launched technology that synchronises radio advertising with digital out-of-home screens in real time, with bp the first advertiser to use the integration.

The technology is being used across Sydney and Melbourne as part of bp’s ‘Start the Day’ campaign, automatically triggering creative across QMS’ digital roadside network when corresponding advertisements air on Smooth FM.

The campaign extends bp’s sponsorship of the Smooth FM More Music Breakfast Shows in Sydney and Melbourne.

READ MORE: Eliza Elliott joins Nova Entertainment as Senior Publicist

READ MORE: Nine completes QMS acquisition

Technology built to scale

NOVA’s technology team developed the integration in collaboration with QMS, and it is designed to scale across additional stations and advertisers.

NOVA Chief Commercial Officer Nicole Bence said the development responded to advertiser demand for greater integration between media channels.

“Our partners have been clear about what they need. Media owners can’t just sit side by side on a media plan and call it collaboration. Real collaboration has to stack the benefits, creating something more than either channel could deliver alone. This campaign puts that thinking into practice. The technology fits, the partners fit, and the results should be stronger for it.”

QMS Chief Strategy Officer Christian Zavecz said the integration combined NOVA’s broadcast reach with QMS’ digital network.

“As a visual medium, digital out-of-home excels at capturing attention at scale. Pairing dynamic DOOH with live broadcast audio takes relevance to a completely new level.

“By aligning NOVA’s audio reach with our digital network, we’re delivering bp’s message with incredible real-time impact - hitting commuters visually at the exact moment they’re tuned into smooth fm. It’s a powerful solution that turns high-frequency reach into immediate action on the road."

bp extends Smooth FM partnership

bp Brand and Communications Country Manager Josh Cunningham said the campaign was focused on reaching consumers during their morning commute.

“At bp, we know the morning commute can set the tone for the day ahead. We’re focused on helping Australians make the most of these morning moments, whether that’s with quality coffee, breakfast on the go, a quick snack, or an everyday offer close to their route.

“This campaign, and our broader partnership with Smooth FM, brings that message to life in a really relevant way, connecting with customers on their commute and reminding them that bp is always just around the corner.”