QMS has been making some serious moves in Sydney, shaking up the out-of-home (OOH) landscape and putting its digital stamp on the city in a big way. I sat down with Tim Murphy, chief sales officer at QMS, to unpack the strategy behind the company’s rapid expansion, what it means for advertisers, and where the business is headed next.
Cracking the Sydney market
For years, QMS was strong in Melbourne and Brisbane but had a gap in Sydney when it came to digital large-format presence. That all changed with a clear strategic push in mid-2023. Winning the highly sought-after Transport for NSW contract from JCDecaux was a game-changer, not just for QMS but for the entire OOH landscape.
“There was a very clear strategic priority around addressing that,” Murphy explains. “Building out large-format networks takes time, investment, and a lot of energy, but we’re now in a position where we can confidently talk about the outcomes we’ve delivered.”
And the results speak for themselves. The Transport for NSW win, combined with other key acquisitions like the Hills District contract and assets within the Australian Turf Club (ATC) and Australian Rail Track Corporation (ARTC), has significantly boosted QMS’s reach. In fact, since mid-2023, QMS has increased its digital large-format footprint in Sydney by an impressive 40%.
Asahi Breweries outdoor billboard.
What this means for advertisers
For advertisers, this expansion isn’t just about having more screens, it’s about smarter reach. Murphy highlighted that QMS’s network now covers 96% of Sydney’s population weekly, making it a true national player with a five-city metro footprint.
“Over the past two months, we’ve seen major advertisers jumping on board, Stan, Paramount, Kia, CBA, Virgin, and big players in the alcohol space like Asahi,” Murphy says. “The increased reach is making OOH a critical component of national campaigns.”
With the rise of programmatic OOH, brands are also using digital inventory in new ways, blending brand-building with performance-driven activity. Murphy said programmatic spend is growing at 45–50% month-on-month, showing no signs of slowing down.
The future of OOH: Innovation & measurement
One of the most exciting shifts in the OOH space right now is measurement, and QMS is at the forefront. Murphy pointed to MOVE 2.0, which is finally set to launch mid-year. It promises a deeper understanding of digital’s impact compared to static formats, a long-overdue upgrade for the industry.
MOVE 2.0 has been in the works for what feels like forever, and if you’re wondering why it’s taken so long, you’re not alone. The short answer? It’s complicated. Rolling out a new audience measurement system across the entire out-of-home industry isn’t exactly plug-and-play. There’s been a ton of testing, calibration, and making sure the data actually delivers on its promise, better accuracy, deeper insights, and a clearer picture of how people engage with both digital and static OOH.
Plus, getting all the big players, media owners, advertisers, and agencies, on the same page takes time. No one wants to launch a half-baked system that advertisers don’t trust. So while the wait has been frustrating, the industry is betting big that when MOVE 2.0 finally drops, it’ll be worth it.
“We’re also continuing our work with Amplified Intelligence and Karen Nelson-Field on attention studies,” Murphy adds. “Phase 2 of that research is coming this year and will dive even deeper into how digital OOH engages audiences.”
And then there’s the creative side. Murphy explains QMS is doubling down on high-impact formats, including 3D, motion, and interactive creative that push the boundaries of what’s possible in OOH. While some locations (like high-speed arterial roads) have limitations, QMS is strategically combining different types of assets to maximise impact.
Stan outdoor billboard.
Looking ahead: What’s next for QMS?
So, where does QMS see itself in Sydney in the next couple of years? Murphy was clear: it’s not about being the biggest, it’s about being the best.
“We’re not pitching for every tender or chasing every opportunity,” he says. “We’re focused on building a premium, high-quality network that delivers real value to advertisers. That’s a different approach from others in the market, but it’s working for us.”
The City of Sydney network will also continue to evolve, with more flexibility, accessibility, and audience engagement opportunities. As we head towards the Milano Cortina Winter Olympics, Murphy teased that QMS has some exciting plans to showcase the role OOH plays in major global events.
“The out-of-home space is in a really exciting phase,” he adds. “We’re seeing more long-term planning from advertisers, a greater appreciation for the role OOH plays in the media mix, and brands getting more creative with the space. It’s a great time to be in the industry.”