Connected cities and smarter screens: How QMS is shaping the future of OOH with tech and data

As the out-of-home (OOH) industry enters an exciting period of growth and transformation, Mediaweek sits down with Christian Zavecz, chief strategy officer at QMS, to explore the opportunities, challenges, and innovations shaping the future of OOH advertising in Australia.

1. With the rise of 5G and connected cities, what new opportunities do you foresee for OOH campaigns in terms of creativity and audience engagement?

As OOH assets gain greater bandwidth and connectivity, we expect to see increasing use of dynamic creative campaigns that update in real time. This includes support for full-motion video on select inventory, as well as more advanced programmatic formats that leverage connected data sources.

We also foresee a future where a billboard is no longer just displaying a playlist of pre-defined images but can determine the best creative to display by leveraging data sources, AI, and IoT devices to optimise for the audience in real time.

2. How is QMS leveraging data and technology to enhance the targeting, interactivity, and effectiveness of OOH campaigns?

Digital OOH is now a complex and highly sophisticated channel that requires a multi-dimensional approach to maximise outcomes. At QMS, we employ a multi-layered strategy that combines complementary data sources and tech solutions, enabling a holistic understanding of audiences, effective campaign optimisation, and seamless delivery at scale.

A great example is our recent Paris 2024 Olympic and Paralympic Games partnership. This market-first initiative incorporated an optimised, data-informed network and was tech-enabled to deliver immediate sponsored content and creative dynamism to adjacent partner executions. In total, 81,478 dynamic pieces of content were served over the combined four-week Games period.

3. Programmatic OOH has been a growing trend. How do you see its adoption evolving in the Australian market next year, and what challenges remain?

Programmatic OOH adoption will continue to grow as greater targeting specificity becomes available via both DSPs and media owners. This audience relevance allows marketers to complement traditional OOH campaigns by building frequency within key audience segments to increase ad favourability and prompt outcomes. Programmatic also reduces investment barriers for SME clients, broadening demand across a wider brand base.

While adoption will increase, deeper measurement is required to demonstrate value and alleviate concerns around efficacy. The ability to holistically plan programmatic alongside traditional DOOH will further accelerate adoption.

4. Sustainability is a growing focus for brands. What steps is QMS taking to align OOH offerings with eco-conscious advertising?

Sustainability remains a core priority. As brands place greater emphasis on environmental responsibility, it’s up to the media industry to support these efforts.

The OOH industry recently united at the “Advancing Sustainability in OOH” event, where plans for industry-level action were shared. Key initiatives from QMS include foundational partnerships with AdNetZero ANZ, collaboration with Climate One to offer recyclable skin solutions for static OOH campaigns, and ensuring 100% of QMS-controlled assets are powered by GreenPower energy. Further initiatives to support customers’ climate-related disclosure reporting will be announced in the New Year.

5. What advancements do you foresee in measuring the effectiveness and ROI of OOH campaigns, particularly as brands demand more accountability?

Technology continues to drive advancements in ROI measurement. Clients and agencies are demanding more outcome-based planning and investment solutions. The evolution in accuracy, affordability, and speed is driving the next wave of ROI capabilities, helping to deliver effectiveness and accountability.

6. How do you anticipate changing consumer behaviours – such as shifts in mobility and urbanisation – will influence OOH placement and strategy in 2025?

While significant year-on-year shifts in consumer behaviour aren’t anticipated, one of the biggest milestones for 2025 will be the launch of MOVE 2.0. This next-generation measurement tool will deliver enhanced, granular audience insights, providing brands with greater confidence to invest in OOH. MOVE 2.0 will ensure campaigns target broadcast audiences through impactful touchpoints that influence a broad range of consumers.

7. Looking ahead, what excites you most about the OOH industry in 2025 and beyond?

It’s an exciting time for the industry. The continued growth and evolution of capabilities are expanding the role digital OOH plays in client communication strategies.

A key example is the global-first OOH study we launched in partnership with Amplified Intelligence, which investigates the link between human attention in OOH advertising and essential brand metrics. This study will continue into 2025, expanding subject matter and delivering even greater insights into attention in OOH.

The DOOH landscape will also continue to grow, with more formats, locations, and screens becoming available to advertisers. However, premium, high-impact assets and the influence they deliver will prove more important than ever.

Clients who embrace multi-dimensional approaches to their DOOH campaigns will unlock greater value from the medium, drive competitive advantage, and, most importantly, deliver favourable outcomes.

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