QMS launches expanded OOH network across Auckland

QMS NZ has launched its expanded Auckland Street Furniture network, more than doubling its existing Street portfolio.

The rollout adds 400 digital 75-inch DynaScan screens across more than 110 suburbs, extending beyond central Auckland into Greater Auckland, from Warkworth to Pukekohe, over the coming months.

Nearly three-quarters of Aucklanders live outside the CBD and inner suburbs, and QMS says the expanded network gives advertisers reach into suburban routines beyond the city centre.

Ben Gibb, QMS NZ Managing Director, said: "Auckland is vast and rapidly changing, and owning it means reaching Aucklanders where they actually live, work, and spend every single day. Expanding our digital street furniture footprint ensures brands burst the central Auckland bubble, and build proper, high-frequency, connections with Aucklanders across the entire region.

"This expansion underpins our overall go-to-market strategy to provide Aotearoa's Total OOH audience solution. By combining our expanded street furniture portfolio with the newly opened CRL transit environments, plus our high-impact billboard and bus networks, QMS offers an unmatched 4,500-plus asset footprint delivering 1.7 billion monthly impressions across Greater Auckland."

QMS partnered with agency Thomason Does Advertising and Paul Taylor on a B2B campaign, "Do a Proper Auckland Campaign," aimed at media agencies and advertisers. The campaign features "Queenie," an Auckland bus driver, as its face — positioning her as an authority on OOH coverage across the region given her daily exposure to bus shelters, billboards and other OOH assets.

Lloyd Thomason from Thomason Does Advertising said, “It’s pretty simple really: a campaign that only talks to Central Auckland isn’t a proper Auckland campaign. If you want to reach 1/2Queenie (and hundreds of thousands of other Aucklanders), go with QMS. Hot tip: Queenie likes funny ads. And she really, really loves puppies.”

The expansion builds on QMS' ongoing partnership with Auckland Transport and its Auckland Plan 2050 strategy, a 30-year plan for the city's growth, public transit and infrastructure.

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