QMS reveals state of the art digital street furniture network in Sydney

Outdoor media company, QMS, has revealed the first look at its all-new, premium City of Sydney digital street furniture network.

The re-energised, market-leading network will begin rolling out across the City of Sydney in December this year, with a strong focus on accessibility and sustainability. Access to the network will be open first to a select group of launch partners and campaign-based advertisers in April 2022.

The City of Sydney network is a highly sought-after out-of-home opportunity in the Australian market.

The compelling qualities of the geography and their advanced delivery of a state-of-the-art, predominantly digital street furniture network harnesses unique energy that can drive momentum for brands, at scale and at speed.

By integrating powerful new GPS and transactional spending data sets into our DYNAMiQ audience and insights platform, they bring the market new, innovative ways to plan and optimise their campaigns across the new network.

Smart, easy-to-buy packs provide advertisers the opportunity to tailor, optimise and activate against a range of objectives for the first time.

The CBD continues to rebound after the Sydney lockdown, with QMS’ DYNAMiQ data showing 75% of the 2019 CBD audience has returned five weeks after the lockdown ended.

With more than 20,000 businesses, the City of Sydney accounts for $138 billion, or 7%, of Australia’s GDP and is the economic epicentre of Australia.

The City of Sydney covers 26 square kilometres, with ten distinct precincts and 33 suburbs, and is home to high-income, educated and high-spending prospective customers. More than half of its 250,000 residents are managers or professionals, 44% have a household income of more than $140,000 a year, and 49% are big spenders on lifestyle products and services.

Sydney and the visitation economy are set for a significant recovery as it welcomes back the 4.1 million international and domestic visitors who come each year.

In June 2020, QMS gained the exclusive 10-year agreement, plus a further five-year option, to create a premium, reimagined network of street furniture for the City of Sydney.

QMS Chief Customer Officer, Mark Fairhurst, said: “Beyond the value of the advertising network, there is a real sense of purpose for us in partnering with the City of Sydney to deliver world-class public infrastructure that will keep the citizens of our city moving for the next 20 years.”

QMS’ City of Sydney agreement will see a newly designed suite of bus shelters, communication panels, kiosks and public toilets replace the current furniture, most of which has been in place since 1997.

Designed by award-winning architects Grimshaw and built on a philosophy of using sustainable materials and smart technology, the new network will include more than 800 panels.

Featuring, larger, more premium displays, 70% of the panels and 90% of the advertising inventory will be digital to meet the growing demand for digital outdoor advertising and enhanced data capabilities.

Mr Fairhurst said: “The initial response from advertisers and agencies to the new City of Sydney network has been incredibly strong.”

What advertisers want right now is access to state-of-the-art, data-driven, dynamic and highly targeted outdoor solutions set in a quality environment that is sourced and built on sustainable principles and aligned to industry standards.  

To watch the City of Sydney Digital Street Furniture Network video, click here.