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QMS New Zealand launches new market positioning
Out of home operator QMS New Zealand has gone to market with its new positioning as Aotearoa’s total OOH audience solution.
QMS NZ is focused on making OOH easier for brands and agencies to plan and buy nationwide. It is backed by the operational capability and technology of QMS Australia.
The new proposition is built on three pillars:
- Unmatched scale: reaching more people, more often and in more places
- Breadth across every major OOH format for greater campaign effectiveness
- Dominance of the Auckland market: with total end-to-end market coverage in New Zealand’s largest economic centre
Audience-first approach
Moving beyond an inventory-led model, the company is championing an audience-first approach.
Starting with the client’s challenge, QMS delivers a total audience solution across formats, driving reach, impact or a combination of both.
QMS NZ national sales director Ben Gibb says: “QMS NZ represents a step change for OOH in Aotearoa. For the first time, advertisers and agencies have access to a truly integrated, national OOH solution. It combines the reach and impact of street furniture, transit, billboards and airport media under one roof.
“Rather than giving clients a format led answer to their brief, we deliver a total audience solution backed by world class data, innovation and insights. We do it at a scale that simply wasn’t possible in this market previously.”
Daily journeys
“Instead of talking about formats, we can now talk about journeys,” says Gibb.
“Following a commuter across every touchpoint from where they live, work and play and back again. That kind of ownership raises our ability to deliver audience solutions through all stages of the sales funnel. It also elevates the role OOH can play in an omnichannel marketing solution and that’s good for the whole industry.
“Agencies also tell us that OOH can be harder to buy than it should be, and that’s something we’re directly addressing with better tools, better reporting and a genuine commitment to being the simplest partner in the market to work with. We’ve already seen the impact our network can deliver through campaigns like Spark’s citywide Auckland activation. That’s just the beginning. In 12 months, I want clients and agencies to think of QMS as the obvious first call for OOH in New Zealand,” he adds.
Genuine ANZ offering
For trans-Tasman clients and agencies, common ownership with QMS Australia creates a genuine ANZ offering. This means consistent data, consistent reporting and consistent capability across two markets with one conversation.
QMS NZ will also draw on the innovation pipeline already proven in Australia, accelerating the rollout of data products, programmatic infrastructure and creative technology into the New Zealand market.
PHD Aotearoa CEO Abby Parkin says: “As the agency responsible for the largest share of client investment, we view this as an important development for New Zealand’s media landscape. QMS NZ’s unified national network offers scale, simplicity and improved audience insights to the OOH sector.
“This shift positions outdoor as a strategic channel, benefiting agencies, advertisers and the industry as a whole.”
John Halpin, WPP Media NZ CEO, adds: “QMS NZ is doing something the OOH market has needed for a while – simplifying how outdoor is planned and bought at scale. We’ve already seen what that unlocks. Our recent Anchor campaign delivered reach and cut-through that would have been harder to achieve before. This is the kind of platform that makes OOH a stronger buy for more clients, more often.”
National network
QMS NZ’s new Aotearoa’s total OOH solution campaign will be showcased to clients and agencies nationally in the coming weeks.
The company is also the exclusive OOH operator of the Auckland Transport street furniture network and Wellington Airport. The former makes it the first operator in history to manage both Auckland and Australia’s City of Sydney street furniture contracts simultaneously.
