Credit: QMS
QMS has sold out its Milano Cortina 2026 Olympic and Paralympic Winter Games Network, with nine advertisers signed.
The 100% digital out-of-home network, headlined by returning partner Allianz, is expected to reach about 80% of metropolitan Australians.
It spans QMS national large-format digital billboards, City of Sydney street furniture, The Convenience Network, Canberra Airport and Gold Coast street furniture assets.
QMS chief sales officer Tim Murphy said he was delighted with the advertiser response to QMS’ Winter Games network.
“Building on the success of the Summer Games in Paris, these Winter Games represent a great opportunity for brands to tap into a major cultural moment and leverage the power of digital out of home (DOOH) to deliver their campaigns with scale, immediacy and creativity,” Murphy said.
“We are excited to once again deliver the breaking news stories from the Winter Games across our screens nationally, ensuring our partners connect with audiences in real-time during those adrenaline fuelled moments.”
Murphy said the European time zone is perfect for Australian out of home audiences.
“Winter Games coverage will peak during our prime travel and commuter windows in the morning and evening, right when DOOH is at its strongest,” he said.
“That means attention will be on big Games moments when Aussies are most likely to see them, on their way to and from work and outdoors enjoying our summer months.”
Allianz GM of consumer strategy and marketing Laura Halbert said Allianz was proud to once again be supporting Australian Olympic athletes.
“We're excited to be working closely with QMS once more following the success from our Paris 2024 campaign and we look forward to cheering on Team Australia, bringing fans together to celebrate all the action,” Halbert said.
Australian Olympic Committee chief executive Mark Arbib said it was exciting to see the QMS network sell out.
“It’s particularly pleasing to see so many Australian Winter Olympic Team sponsors involved,” he said.
“QMS and their out of home media keeps our Team connected to fans on the streets of Australia during the Games-time period, which happened so successfully during Paris 2024.”
During the Paris 2024 Olympics and Paralympics, QMS delivered an audience of 11.5 million Australians and served 81,478 pieces of real-time breaking news content across the Games.
Kantar research found the Paris network lifted brand metrics across QMS partners, while Neuro-Insight reported a 22% higher long-term memory encoding response for Paris network partner campaigns compared with non-partner activity.
QMS is the official out-of-home media partner of the Australian Olympic Committee and Paralympics Australia for Milano Cortina 2026.
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