Advertisers are navigating a two-speed market, according to Tim Murphy, chief sales officer at outdoor media group QMS.
“On one hand, we’ve got some solid long-term partnerships happening with big brands, which are planning ahead and investing properly,” he told AdNews.
“But on the flip side, there’s still plenty of hesitation around locking in spend, which means short-term bookings are still very much in demand.
“The good news is that our digital network is perfectly set up to handle this kind of flexibility, so it’s actually working in our favour.”
Murphy described the market mood as a “mixed bag”.
“Some categories are still being cautious, and there’s a lot of significant change taking place right now especially across the major agency groups – including a lot of pitching and account movement – which can be distracting for everyone involved,” he said.
Murphy said QMS is tracking “really well” against growth in the out-of-home (OOH) sector.
“The latest SMI data for the first half of 2025 shows the market was up 13%, but QMS grew 24%,” he said.
“The year-to-date numbers from OMA show the market up 16.6% while we’re sitting at 20% growth across that period.
“We’ve been able to gain share points again this year and this is reflective of our developing team’s ambition and connection, and our incredible asset base.”
The digital outdoor media company reported strong results for the first half of the year and July.
Murphy said August has felt slower, but the fourth quarter is “shaping up nicely”.
“Summer is prime time for outdoor advertising, and we’ve got some very competitive categories gearing up – insurance, banking and automotive companies are all planning major activity,” he said.
“Some very loyal luxury and premium brands will be active across both large and small format networks as we approach gifting season.”
Murphy said brands are seeking creative work that draws attention and leaves a lasting impression on audiences.
“Creative opportunities are more in demand than ever, and the executions we’re seeing are brilliant,” he said.
“Think L’Oreal 3DOOH, Samsung and the recent Happy Gilmore 2 campaign.
“There’s also huge appetite for content tied to sport and major events like the upcoming Winter Olympics and Paralympics.”
Murphy said there has been “incredible” interest in OOH advertising since the Milano Cortina Winter Olympics launch last month.
“We’ve got teams in market right now talking to both existing partners and new prospects,” he said.
“Advertisers and agencies saw what we delivered during the Paris Games, and they want in on that kind of impact and success.
“It’s an amazing opportunity for brands, and we’re looking forward to announcing our partnerships soon.”
Murphy said the OOH sector is in a “unique” position as its audiences continue to grow.
He said the new MOVE audience measurement system will increase accountability and give clients greater confidence in what they're buying.
“The main thing we need to ensure is ‘quality control’. We don’t want more outdoor assets just for the sake of having more,” he said.
“Clients need to make sure they’re buying quality inventory in the right environments and networks that can actually drive results and align with their brand values and campaign requirements.”
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