It was over five years ago QMS NZ launched the first local outdoor measurement tool and now, it's delivering its smartest insights yet, with the addition of mobile data to its Datalab products.
Datalab delivers audience-centric insights and multiformat planning capability for advertisers that's used to analyse over one billion contact points, including home locations, work locations and bank card transactions. With the addition of mobile data, Datalab 2.0 will measure 100 billion data points.
It will enable media agencies to plan multiplatform campaigns with a total audience campaign view across QMS’ product base, including digital roadside, billboards, bus and commuter media assets.
About the update, QMS NZ CEO Wayne Chapman said it’s the result of discussions with its media agencies and clients to ensure it continues to provide outputs and insights that support their strategic outdoor planning objectives.
“Datalab 2.0 represents a significant milestone in delivering a new unified view across multiple QMS OOH platforms, and underscores our ongoing commitment to unlocking the advertiser value inherent in understanding how New Zealanders move around the OOH environment.”