First 8 brands on QMS City of Network next-gen OOH network revealed
- 01 February, 2022 09:42
Alcohol, luxury goods, streaming services, payment providers and tech players are among the first partner for QMS’ City of Sydney street furniture network debut.
The out-of-home provider confirmed it’s signed its full suite of launch partners for the City of Sydney network, which is secured a 10-year contract for in June 2020 and has a further five-year option on. The deal covers 26 square kilometres with 10 precincts, 33 suburbs and more than 800 panels. The mix of suburbs includes a number of affluent areas such as Elizabeth Bay, Surry Hills, Woolloomooloo and Annandale.
The company has also committed to 90 per cent of the advertising inventory being digital, with enhanced data capabilities through new GPS and transactional spending data sets into the QMS DynamiQ audience and insights platform. The street furniture was designed by architectural firm, Grimshaw, and uses sustainable materials and smart technology to comply with the City of Sydney’s Sustainable 2030 vision.
Brands taking their debut on the new work are Australian streaming service, Stan; global beverage company, Diageo; worldwide luxury products group, LVMH Moët Hennessy Louis Vuitton; radio, digital and television media company, SCA; global integrated payments company, American Express; telco, Optus; Uber; and another undisclosed global entertainment company.
Launch partners receive first access to the network as it goes live until the end of May 2022 with preferential commercial positions. Partner advertising is commencing alongside the network rollout and expected to ramp up over the coming months.
Stan CMO, Diana Ilinkovski, noted the streaming company has been a partner of QMS since its launch.
“As Australia’s leading local streaming service, Stan is pleased to expand our long-standing relationship with QMS by becoming a launch partner on their all-new City of Sydney street furniture network,” she said. “This robust portfolio of digital large format and street furniture inventory plays a pivotal role in the achievement of our marketing objectives.”
QMS general manager for City of Sydney, Jemma Enright, said response from the market had been strong.
“With these eight premium partners, our official, major and platinum partnership levels are fully subscribed,” she said. “These brands have engaged with us deeply over the past months and see their City of Sydney partnership as a highly valuable and strategic opportunity for 2022.”
The agreement will see a newly designed suite of bus shelters, kiosks, public toilets, seats and bins replace the current furniture, most of which has been in place since 1997. QMS CEO, John O’Neill, said the Covid-19 pandemic had created some installation delays but said he was pleased with the progression of the work.
“It’s fantastic to see our partners’ advertising starting to appear on the network. The next few months will be an exciting time as the rollout continues and more people return to the City of Sydney to work and play,” he added.
According to QMS, more than half of the 250,000 residents captured across the network are managers or professionals, 44 per cent have a household income of more than $140,000 a year, and 49 per cent are big spenders on lifestyle products and services.
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