QMS has launched in-house creative services division, QUBE.
The unit, seeking greater collaboration with advertisers and agencies, is designed to help unlock the more engaging dynamic creative capabilities of digital out-of-home (DOOH).
QUBE combines real-time audience data and insights with technology designed to deliver dynamic ad serving and creative messaging, providing advertisers with creative services ranging from concept generation built on strategic insights, through to the execution of bespoke brand campaigns.
Sara Lappage, QMS CMO, says QUBE is in direct response to an increase in advertiser demand for more responsive and engaging DOOH creative, including direct access to expert advice and production/technology requirements.
“Our goal in the establishment of QUBE, is to help advertisers tap into the power of DOOH campaigns that realise the combined benefit of data and technology working together to deliver more targeted and relevant messaging, with greater impact than ever before," she says.
“The creative possibilities for dynamic DOOH campaigns are endless, and with that comes a certain level of creative and technical expertise required to really bring these campaigns to life. For some advertisers without access to a creative agency to help deliver these requirements, it can be a little overwhelming. That’s where QUBE comes in.”
Stiebel Eltron Australian and New Zealand marketing manager, Kimberly Jayne, says QUBE opens the door to DOOH’s capability for immediacy and flexibility to deliver a clear return on investment.
“The reach, impact and physical presence that digital billboards deliver are hard to argue with, however as an online retailer the ability to communicate the right messages at the right time were always just out of reach," says Jayne.
“QUBE gave us access to creative designers who live and breathe digital outdoor, allowing us to create a campaign that provided the flexibility to update our messaging according to the products we were promoting at any given time, with immediacy and a targeted approach.”
Belinda Kenneally, senior brand manager at McCormick Foods Australia, used QUBE to create a memorable DOOH campaign for its world famous hot sauce, Franks Red Hot.
“QUBE helped us bring our out of home activation to life with standout creative assets that delivered a clear and strong message," Kenneally says.
"Nobody could have missed this while passing by! The QUBE team worked efficiently and delivered creative that perfectly aligned to our brand.”
Independent research by Neuro Insights shows that digital large format billboards deliver a 40% greater neuro impact than static billboards.
Lappage says: “Not only can we understand the increased impact of DOOH as a medium, but more clients are now realising the power that targeted, relevant and timely messaging has on the overall success of their campaigns. As we saw with Compare the Market, who experienced a 38% uplift in app downloads when they dynamically adapted fuel prices to match specific locations."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.