QMS Media has announced it has achieved an outdoor media milestone, ‘switching on’ the first and only roadside digital billboards in Canberra as part of its recent Canberra Airport Advertising concession win.

Known as ‘The Capitals’, the iconic double-sided digital supersites are strategically positioned on the corner of Pialligo and Fairbairn Avenue.

Impacting more than 1.2 million people per period, ‘The Capitals’ capture both local roadside traffic as well as those entering and exiting the adjacent Canberra Airport precinct.

‘The Capitals’ close proximity to the popular Majura Park Shopping Centre ensures they also provide a crucial path-to-purchase media platform for advertisers looking to reach shoppers on their retail journey.

The launch of ‘The Capitals’ and the subsequent introduction of digital outdoor into the ACT opens up a world of opportunity for advertisers, according to QMS.

Brands will have full creative flexibility and access to dynamic ad serving capabilities to deliver higher audience engagement in a market that has traditionally been void of outdoor advertising.

Inaugural advertisers on ‘The Capitals’ include Domain, Dan Murphy’s, Uber, Ford, McDonalds and the National Gallery of Australia.

QMS chief executive Barclay Nettlefold said: “We are thrilled to be the pioneers of landmark digital outdoor in the ACT as we bring our expertise and experience to Canberra with ‘The Capitals’.

“Being the first outdoor media company to launch premium digital billboards in this important market is a significant milestone for QMS and a reflection of our valuable new partnership with Canberra Airport.