QMS is embracing programmatic advertising through the launch of a new digital transaction platform, powered by the technology of Rubicon Project and Digital Commons.
Operating on a “guaranteed orders” principle, advertisers will have the opportunity to buy QMS premium digital inventory nationwide via the Rubicon platform, on an audience impression basis.
With its digital billboard portfolio, and supported by the Auckland Commuter Network, QMS will be able to provide advertisers with multiple options to connect brands with customers with impact, scale and relevance.
The platform is supported by the Datalab, QMS’ suite of audience measurement and insight tools and continues the company’s ongoing commitment to developing insights that underpin its investment proposition with class-leading audience data and analytics.
In its current 2.0 form, Datalab utilises more than 100 billion data points, including extensive mobile device data to identify, understand and segment the out-of-home audience.
QMS New Zealand CEO Wayne Chapman says this is a logical step for the company and represents an additional distribution channel to ensure its digital media portfolio is accessible and represented to the widest customer base.
“OOH audiences are connected audiences and it is this natural and growing progression that we believe creates an enormous opportunity for digital OOH to be considered with, and compete for, online investment.”
The Digital Transaction Platform has been developed with input from a wide range of stakeholders, and in the latter stages particularly supported by Dentsu Aegis Network which will be the inaugural agency group to transact on the platform.
In other QMS news, QMS media has announced the strategic acquisition of a major stakeholding in Digital Commons, a local third-party digital representation agency.
Digital Commons operates in both New Zealand and Australia with a team sepcialising in online and mobile media and has built a network of trading desk relationships. It represents a significant portfolio of publishers.
Now, it will act as QMS’ primary sales channel partner for automated products, having been instrumental in the development of our recently announced Digital Transaction Platform.
Chapman says managing partners Lisa Ison and Johanna Cotter have impressed QMS with their market reputation, digital expertise and rapid growth since launching the company less than two years ago.
"During the process of working with them, it became clear that our two businesses had a lot to offer each other. Digital Commons is on a journey which QMS is well placed to support and we believe that there is significant opportunity and value to be created at the nexus of DOOH, online and mobile, which Digital Commons will help us unlock."
Ison and Cotter are also excited with the partnership they've have forged with QMS.
"Having worked with the QMS team over the past 18 months, bringing the Digital Transaction Platform for out-of-home to fruition, we have witnessed a progressive and agile company aligned with our own values. With a similar vision of innovation and service, we feel it is a great fit to accelerate the next stage of our business, to move on from being a start-up, to one focussed on our publishers and core business.”
QMS group CEO Barclay Nettlefold adds the acquisition supports QMS' overarching strategy of connecting audiences through multi-platform engagement and customised content.
"Digital Commons allows the Group to expand into highly relevant, adjacent territories with confidence, while also providing specialised expertise and experience to increase our overall capability bandwidth."