Full funnel, targeted OOH: City of Sydney network pushes activation and brand via 30 advertiser verticals powered by transaction and location data – but QMS needs buyers to change approach
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Show Notes
3D out of home advertising, pop up events and experiences, and ‘treasure hunt’-style, interactive campaigns across multiple screens are a few of the ideas QMS is hoping to bring to its new City of Sydney furniture network. With Sydney weekly audience numbers back to 90 per cent of pre-Covid levels, the QMS’s QMS' GM – City of Sydney Jemma Enright and Chief Customer Officer Mark Fairhurst say the screens are full funnel marketing assets: If used well, they can build awareness and consideration via brand investment and trigger a purchase or action at the bottom. But that requires a shift in out of home buying approaches. There are 30 packs – an FMCG pack, alcohol pack and movie-goers pack, for example – and a bank of Nielsen, transaction and location data. They are looking to tie-up a big chunk of budget commitment upfront – and early demand suggests the network is not short of suitors.
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