QMS’ City of Sydney digital street furniture network is blowing out its first birthday candles this month, and is celebrating the milestone with a series of new product and activation opportunities.
Other the last 12 months, the network has grown to include more than 700 panels across a suite of assets including bus shelters, communication pylons, ad bollards, and newly installed kiosks.
Ahead of the anniversary, Mediaweek caught up with QMS executive general manager, Mark Fairhurst, to speak about the past year and what lies ahead.
What have the past 12 months been like for you and the QMS team?
“Exhilarating, challenging, highly rewarding – out of the ordinary in every way. The out of home industry in general is doing well, as marketers and agencies continue to recognise its ability to reach mass audiences at scale with digital-led, creative and highly effective campaigns. QMS itself is also doing well!”
Are there any particular highlights for you from QMS’ time with City of Sydney?
“There has been a lot of work by our team to bring this world-class street furniture network to life and to continue to receive feedback from advertisers and media agencies on how big, bold, bright and beautiful the network looks is very pleasing indeed. I’ve also loved seeing the network full of premium brands at launch as well as some fantastic campaigns targeting the major events in Sydney like WorldPride, VividSydney and the recent FIFA Women’s World Cup.”
Can you tell me a bit about how you’re marking the network’s first anniversary?
“Well, you can’t beat our launch party from last year, so for the network’s first anniversary, we’re celebrating with our closest partners and supporters with an intimate drinks event to thank them for their confidence and continued support.
“We are also marking the occasion with a series of new initiatives to market such as Paris 2024 Olympic Games, 3DOOH, high-impact special builds, creative activations, and an expanded programmatic offering – all designed to meet the evolving needs of the market and allow advertisers to further engage with the highly influential Sydney audiences.”
With events like SXSW Sydney and the 2024 Olympics on the calendar, what will QMS’ role look like when it comes to the City of Sydney’s involvement in major events?
“We see ourselves as the creative canvas for brands to amplify their sponsorship messages, and truly engage with those major event audiences in targeted and contextual environments. There is a huge opportunity for our City of Sydney network to be used as a cornerstone for experiential marketing.”
Where will QMS be focussing its attention over the next 12 months?
“For the City of Sydney, over the next 12 months we will see the final completion of our network rolled out, including our new kiosks and automated public toilets. This has been a tremendous undertaking that has seen the entire network completely upgraded to a world-leading digital street furniture network
“MOVE 2.0 will be a game changer for the industry and with the increased role and relevancy that DOOH continues to deliver, we identified a need to act more like other broadcast channels in the way that we focus on providing audiences over just assets.
“Enhancing this is the recent launch of our new Performance+ offering, the first audience-based post-campaign reporting tool in the $1.1 billion out of home industry. By guaranteeing and showcasing actual campaign audience delivery, Performance+ allows our clients to gain greater understanding of real-time audience behaviours during actual campaign periods.
“As the outdoor media partner of the Australian Olympic Committee, it’s fair to say that QMS will have a very strong Olympic push in the lead up to and during Paris 2024. Stay tuned, there is a lot more to come on this front.”
See Also: QMS announces official partnership with AUSBreaking
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Top Image: Mark Fairhurst