QMS is getting strong support from brands for the outdoor media player's live content updates across its Paris Olympic digital screen network, according to chief sales officer, Tim Murphy.
The digital out-of-home (DOOH) network will showcase Olympic and Paralympic content before, during and after the games, reaching more than 80% of people aged 18 and older across national digital large format billboards, the City of Sydney street furniture network, The Convenience Network and Gold Coast street furniture.
From a timing point of view, QMS is using its out-of-home (OOH) network to give updates on what's happened overnight and what's coming up as people go to work or school.
"We've got our 24-hour-a-day editorial teams working around the clock and we're working really closely with our partners as well to make sure that it's up to the minute live content and really relevant, both geographically and contextually," he told AdNews.
With 95% of QMS’ inventory being digital, the network will showcase Games content in real time, including a countdown to the Games, breaking news, medal-winning moments, medal tallies, world records, team profiles and other significant moments.
With this being the first time that QMS is the official outdoor media partner for the Australian Olympic Committee and Paralympics Australia, Murphy said that executing on these partnerships will help inform not only the business but also the market, advertisers and agencies on what the true opportunity and potential can be in regards to using DOOH moving forward.
"This is absolutely the opportunity to showcase not only how you can commercialise a partnership of this nature, but also offer really valuable and engaging utility and content to consumers," he said.
"I'm sure there's going to be incredible interest in not only the Olympics, but all major events - sporting, cultural, artistic – as it really does present a different opportunity for the OOH landscape moving forward."
Murphy said that the way that the Olympics network has been built out, a package of QMS' top-quality assets across the country are only accessible to confirmed partners, such as Allianz, Stan, Toyota Australia, Patties Food Group and Bupa.
"Around that, we've also seen some really great interest from other brands who just want to be associated with the Olympics, but aren't necessarily formal partners of the AOC or Paralympics," he said.
"As a result, we've seen a nice bump in revenue, particularly in the end of July and into early August."
Looking at the OOH market more broadly, Murphy said that QMS is "incredibly positive" about the second half of the year.
"We're obviously tracking neatly against SMI, the medium is continuing to grow and we feel great support from the ad market at the moment," he told AdNews.
"July has been a bumper month for QMS with big growth and the same looks to be playing out across August and September.
"We probably wouldn't project much further than that, given that with near-on half our bookings, campaigns are starting within four weeks of the booking, but at this point in time, it looks like Q3 is going to be very, very healthy and then obviously, as you come into Q4, that summer period is peak season for OOH."
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