QMS landed the City of Sydney deal – one of the biggest contracts in Australian advertising history – in June 2020. Then Covid changed commuter patterns seemingly forever. Work from home initially left outdoor media companies sweating, not least QMS’s private equity owners Quadrant, given the scale of outlay required to build an entirely new City of Sydney network. But total audiences are now back to 2019 levels, out of home is powering and major advertisers reckon the shake-up is working in their favour. Stan CMO, Diana Ilinkovski, says the firm is getting a broader leisure-commuter mix within the 2.6m weekly sets of city eyeballs, enabling it to drive subscriber growth despite consumer belt tightening. Plus, the network’s digital flexibility means it can be far more agile in its messaging, targeting and creative optimisation. Bigger, brighter screens, per Ilinkovski, also boost cut-through – and QMS now has the in-day data to prove when, where and who those ads are hitting. Alongside lifestyle and entertainment, QMS Executive General Manager Mark Fairhurst says luxury advertisers are piling in, with the firm opening up a new batch of kiosk assets to further tap that literal rich vein. Plus its 3D screens are expanding – and Fairhurst reckons neither Sydney-siders nor advertisers will be able to miss what QMS calls ‘3DOOH’. Flight Centre is already on board, Maybelline is literally pushing product out of the screen and into the street and Ilinkovski hints Stan Sport may soon be kicking some 3D goals.

QMS landed the City of Sydney deal – one of the biggest contracts in Australian advertising history – in June 2020. Then Covid changed commuter patterns seemingly forever. Work from home initially left outdoor media companies sweating, not least QMS’s private equity owners Quadrant, given the scale of outlay required to build an entirely new City of Sydney network. But total audiences are now back to 2019 levels, out of home is powering and major advertisers reckon the shake-up is working in their favour. Stan CMO, Diana Ilinkovski, says the firm is getting a broader leisure-commuter mix within the 2.6m weekly sets of city eyeballs, enabling it to drive subscriber growth despite consumer belt tightening. Plus, the network’s digital flexibility means it can be far more agile in its messaging, targeting and creative optimisation. Bigger, brighter screens, per Ilinkovski, also boost cut-through – and QMS now has the in-day data to prove when, where and who those ads are hitting. Alongside lifestyle and entertainment, QMS Executive General Manager Mark Fairhurst says luxury advertisers are piling in, with the firm opening up a new batch of kiosk assets to further tap that literal rich vein. Plus its 3D screens are expanding – and Fairhurst reckons neither Sydney-siders nor advertisers will be able to miss what QMS calls ‘3DOOH’. Flight Centre is already on board, Maybelline is literally pushing product out of the screen and into the street and Ilinkovski hints Stan Sport may soon be kicking some 3D goals.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Work from home changed out of home audiences… for good: How Stan, luxury and lifestyle advertisers are cleaning up in Sydney as a result – QMS has the data to prove it

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