Credit: QMS
Long-term memory encoding gets a 20% boost in when brands align with real-time editorial content, according to a neuroscience study by QMS.
The study was based on a recent British & Irish Lions rugby partnership campaign with GIO and Nine’s The Sydney Morning Herald (SMH).
Conducted in partnership with Neuro-Insight, the study measured audience responses to GIO's sponsorship across the City of Sydney digital street furniture network GIO brand creative ads were placed adjacent to GIO branded real-time SMH rugby editorial content.
The study found that the adjacent GIO content delivered significantly greater effectiveness, with a 20% greater long-term memory encoding response compared to the Neuro Insights benchmark.
The study also showed significantly higher levels of engagement, +11%, and emotional intensity, +21%.
These new insights come as QMS prepares to launch its 100% digital Milano Cortina 2026 Winter Games Network.
The network will deliver real-time news, updates and information to Australians during the Olympic and Paralympic Winter Games.
The Winter Games Network includes QMS' national digital large format billboards, the City of Sydney street furniture network, The Convenience Network, Canberra Airport and Gold Coast street furniture assets, and is expected to reach 80% of metropolitan Australians.
"Our dynamic content Neuro-Insight study clearly highlights the fact that when brands align themselves within culturally relevant moments and quality editorial, the impact is significant,” said QMS Chief Strategy Officer Christian Zavecz said.
“We saw this to great success with our Paris 2024 Olympics coverage for sponsors brands – and now with the combination of GIO's message with the trusted sports coverage from the SMH, it's driven some very impressive results.
"Our City of Sydney network is designed for this kind of dynamic storytelling, and these results show how advertisers can use data, content and environment together to drive genuine attention and long-term memory recollection."
GIO marketing manager Mark Condon said this new insight is a “great signal for how we activate the brand moving forward”.
"This was a smart way for us to connect GIO with culturally relevant moments, and the response proved just how effective that approach can be,” he said.
Neuro-Insight chief commercial officer Peter Pynta said the results “clearly demonstrate the power of contextual alignment”.
“This content and advertising ecosystem not only boosts engagement and emotional intensity but also enhances long-term memory encoding, driving stronger brand impact than standalone ads. For brands in highly competitive categories, this approach delivers meaningful differentiation."
The recent study builds on a growing program of Neuro-Insight studies across the QMS digital out of home portfolio.
Previous studies have shown QMS sites generate above-benchmark effectiveness, including a 24% uplift in long-term memory encoding across the City of Sydney network compared to Neuro-Insight's global benchmarks.
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