Digital outdoor media agency QMS has revealed strong results from its Games Network, Australia’s largest digital out-of-home (DOOH) screen network activated for the 2024 Paris Olympic and Paralympic Games.
Working with research firms Kantar and Neuro-Insight, QMS reported major uplifts across the board for official sponsors.
Kantar’s study showed the Games Network drove brand awareness (+8.5pts), consideration (+7.6pts), brand difference (+7.6pts), affinity (+5.9pts), and brand perceptions (+6.7pts).
Meanwhile, Neuro-Insight found a 22% jump in long-term memory encoding (LTME) compared to non-Games campaigns, with brands positioned alongside live Paris content enjoying a further 24% boost in LTME.
Real-time and real results
Over six weeks, QMS served more than 81,000 pieces of dynamic creative, delivering live medal updates, breaking news and Olympic highlights to 11.5 million Australians via its digital network.
Partners such as Allianz, Toyota, Woolworths, Stan, Patties Food Group and Bupa all leveraged the platform’s immediacy and context to strengthen brand relevance.
One standout was Patties Food Group, which used QMS’ network to anchor its “Being a fan is hungry work” campaign for Four’N Twenty.
“We tapped into real-time fandom, connecting with Aussies watching at 3am, and saw up to 30% lift in unit sales,” said chief marketing and growth officer Anand Surujpal.
“We retained new consumers post-campaign and maintained market share growth. That kind of conversion and retention is rare and powerful.”
A call to rethink the channel
QMS chief strategy officer Christian Zavecz said the campaign demonstrated DOOH’s evolution into a high-impact, full-funnel media channel. “This wasn’t just about reach, it was about meaningful and measurable outcomes,” he said. “Our partners embraced dynamic creative to stay contextually relevant, and it paid off.”
Tim Murphy, QMS chief sales officer, added: “The results speak for themselves. This is a reminder to advertisers, when used to its full potential, DOOH can drive real action and brand love.”
Meanwhile, Sharon Hilton, head of media at Kantar, called the work “a masterclass in full-funnel effectiveness”, proving the power of context, timing and creativity in capturing consumer attention and driving results.
She added: “This extraordinary level of success not only underscores the effectiveness of the campaigns for QMS brand partners but also emphasises the immense power of dynamic OOH to capture attention, significantly enhance engagement and drive connection.”