Digital outdoor media company QMS released the results of its latest neuroscience study, revealing the impact of dynamic content on audience engagement and long-term memory encoding, following the recent British and Irish Lions rugby partnership campaign with GIO and The Sydney Morning Herald (SMH).
Conducted in partnership with Neuro-Insight, the study measured consumers’ responses to GIO’s sponsorship across the City of Sydney digital street furniture network that positioned the GIO brand creative ads adjacent to GIO branded real-time SMH rugby editorial content.
The findings of the study come as QMS prepares to launch its 100 per cent digital Milano Cortina 2026 Winter Games Network.
The Winter Games Network covers QMS’ national digital large format billboards the City of Sydney street furniture network, The Convenience Network, Canberra Airport and Gold Coast street furniture assets. It is expected to reach 80 per cent of metropolitan Australians.
The new Neuro-Insight study found that the new adjacent GIO content opportunity delivered significantly greater effectiveness, with a 20 per cent greater long-term memory encoding response compared to the Neuro Insights benchmark. The study also revealed notably higher levels of engagement (11 per cent) and emotional intensity (21 per cent).
QMS chief strategy officer Christian Zavecz said: “Our dynamic content Neuro-Insight study clearly highlights the fact that when brands align themselves within culturally relevant moments and quality editorial, the impact is significant. We saw this to great success with our Paris 2024 Olympics coverage for sponsors brands – and now with the combination of GIO’s message with the trusted sports coverage from the SMH, it’s driven some very impressive results.”
“Our City of Sydney network is designed for this kind of dynamic storytelling, and these results show how advertisers can use data, content and environment together to drive genuine attention and long-term memory recollection.”
GIO marketing manager Mark Condon said: “This was a smart way for us to connect GIO with culturally relevant moments, and the response proved just how effective that approach can be. It’s a great signal for how we activate the brand moving forward.”
Neuro-Insight chief commercial officer Peter Pynta said: “These results clearly demonstrate the power of contextual alignment. This content and advertising ecosystem not only boosts engagement and emotional intensity but also enhances long-term memory encoding, driving stronger brand impact than standalone ads. For brands in highly competitive categories, this approach delivers meaningful differentiation.”
The new study builds on a growing program of Neuro-Insight studies across the QMS digital out of home portfolio, reinforcing the quality outcomes brands and agencies can achieve.
Previous studies have shown QMS sites generate above-benchmark effectiveness, including a 24 per cent uplift in long-term memory encoding across the City of Sydney network compared to Neuro-Insight’s global benchmarks.
