QMS' Mark Fairhurst on the response to the City of Sydney network one year in

Jason Pollock
By Jason Pollock | 5 October 2023
Mark Fairhurst.

QMS is celebrating the first anniversary of its City of Sydney digital street furniture network this month.

QMS executive general manager, Mark Fairhurst, said the response to the City of Sydney network has been "overwhelmingly positive" over the past 12 months.

"We are fortunate to have experienced strong, repeat support from partners and brands since launch," he said.

"We've seen increased demand, particularly as the network matures and its full capabilities are realised, such as digital dominance, major event activations, consecutive storytelling for impact, and precision targeting with our data informed packaging."

"Brands recognise that the City of Sydney network is the jewel in the crown of the Australian out of home industry and have responded extremely well to the digital technology, data and creativity it offers. 

With the introduction of innovations such as a new 3DOOH location pack and an expanded pDOOH network offering to celebrate the milestone, Fairhurst said QMS is always listening to what advertisers want from the out-of-home player in their DOOH campaigns.

"3DOOH and pDOOH are great examples of how we are evolving to meet their growing demands to not only reach big audiences, but also to ensure they stand out, be memorable and provide impact that influences behaviour," he said. 

"Luxury brands, streaming, auto, finance and travel/tourism have all been significant supporters of the new City of Sydney network since launch.

"Retail is also having a moment as they look to unlock the benefit of DOOH in targeting specific store locations, for example, 7 Eleven, Bunnings, Coles and David Jones."

The network now spans more than 700 panels across a suite of assets including bus shelters, communication pylons, ad bollards and newly installed kiosks.

Covering 33 suburbs and 26 square kilometres, the digitally led and data enabled network gives brands a unique way to reach and influence the entire Sydney market at scale. It reaches 2.6 million people a week, two-thirds of whom live across the Greater Sydney region.

A series of product and activation opportunities have been announced for the one-year anniversary of the network.

"To mark the network’s first anniversary, we’re rolling out a new series of exciting initiatives encompassing the Paris 2024 Olympic Games, easy to buy 3DOOH packs, high-impact special builds, creative activations, and an expanded programmatic offering – all designed to allow advertisers to further engage with the highly influential Sydney audiences," Fairhurst said.

QMS was appointed to an exclusive 10-year agreement, plus a further five-year option, to create a premium, reimagined network of street furniture for the City of Sydney in 2020.

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