QMS New Zealand has partnered with cryptocurrency platform Binance on what it says is a first-of-its-kind programmatic digital out-of-home (PrDOOH) campaign in the country, taking over its entire Auckland digital network with a live Bitcoin price feed.
The campaign spans QMS’ Digital Auckland portfolio, including large-format billboards, street furniture and transit assets, and features a live API integration displaying real-time Bitcoin pricing in New Zealand dollars.
The city-wide activation is running as a synchronised programmatic buy across the full QMS Auckland network, creating a connected broadcast of live market movements throughout key commuter periods.
Timed to coincide with NZ CryptoCon, where Binance is the keynote theatre sponsor, the two-week campaign is designed to build awareness ahead of the event before shifting focus towards audiences in and around the event precinct.
The campaign represents a significant evolution in how brands are using programmatic out-of-home, moving beyond tactical targeting to deliver large-scale brand experiences powered by real-time data.
QMS NZ national sales director Ben Gibb said the campaign demonstrates the growing sophistication of programmatic out-of-home in New Zealand.
“This is the first time we’ve seen a brand harness the full scale of our Auckland digital network in this way, combining live data with a coordinated city-wide takeover to deliver a truly impactful broadcast moment,” Gibb said.
“This is a great example of how PrDOOH is evolving beyond a purely tactical channel to deliver impactful, high-profile brand executions. By combining live data with a coordinated Auckland-wide takeover, Binance is able to connect with audiences in a way that is both relevant and attention grabbing.
“Importantly, it also demonstrates the strength of the QMS network. Whether campaigns are delivered programmatically or through traditional trading, clients can access the same premium environments at scale, making it easier to plan and execute integrated campaigns across Aotearoa.”
Binance general manager for ANZ Jenny Wei said the campaign was designed to bridge the gap between digital asset markets and physical environments.
“This campaign represents an exciting opportunity to bring real-time digital asset market data into the physical world in a way that is immediate, engaging and locally relevant for New Zealand audiences,” Wei said.
“By featuring a live BTC/NZD price feed across Auckland, we are connecting people directly with real-time market movements in their local currency ahead of NZ CryptoCon.
“Partnering with QMS allows us to deliver this experience at scale across key locations, ensuring Binance remains front of mind during one of the region’s leading crypto events.”
