QMS New Zealand has unveiled a new campaign positioning itself in the market as Aotearoa’s total out-of-home (OOH) audience solution.
In the coming weeks, QMS NZ’s new Aotearoa’s total OOH solution campaign that showcases its new market positioning will be rolled out to clients and agencies nationally.
Backed by the operational capability and technology of QMS Australia, QMS NZ is focused on making OOH easier for brands and agencies to plan and buy nationwide. Moving beyond an inventory-led model, the company is championing an audience-first approach—starting with the client’s challenge and delivering a total audience solution across formats that drive reach, impact, or a combination of both.
“QMS NZ represents a step change for OOH in Aotearoa. For the first time, advertisers and agencies have access to a truly integrated, national OOH solution that combines the reach and impact of street furniture, transit, billboards and airport media under one roof. Rather than giving clients a format led answer to their brief, we deliver a total audience solution backed by world class data, innovation and insights – and we do it at a scale that simply wasn’t possible in this market previously,” said QMS national sales director, New Zealand, Ben Gibb.
“Instead of talking about formats, we can now talk about journeys – following a commuter across every touchpoint from where they live, work and play and back again. That kind of journey ownership raises our ability to deliver audience solutions through all stages of the sales funnel, elevating the role OOH can play in an omnichannel marketing solution and that’s good for the whole industry.
“Agencies also tell us that OOH can be harder to buy than it should be, and that’s something we’re directly addressing with better tools, better reporting and a genuine commitment to being the simplest partner in the market to work with. We’ve already seen the impact our network can deliver through campaigns like Spark’s citywide Auckland activation, and that’s just the beginning. In 12 months, I want clients and agencies to think of QMS as the obvious first call for OOH in New Zealand.”
“As the agency responsible for the largest share of client investment, we view this as an important development for New Zealand’s media landscape. QMS NZ’s unified national network offers scale, simplicity, and improved audience insights to the OOH sector. This shift positions outdoor as a strategic channel, benefiting agencies, advertisers, and the industry as a whole,” said PHD Aotearoa CEO, Abby Parkin.
“QMS NZ is doing something the OOH market has needed for a while – simplifying how outdoor is planned and bought at scale. We’ve already seen what that unlocks. Our recent Anchor campaign delivered reach and cut-through that would have been harder to achieve before. This is the kind of platform that makes OOH a stronger buy for more clients, more often,” added WPP Media NZ CEO, John Halpin.
QMS NZ’s network spans nearly 2,000 street furniture panels, more than 280 billboards, over 4,000 transit panels, 82 rail network panels and 36 airport sites. The network covers New Zealand’s three major metro markets—Auckland, Wellington and Christchurch—along with key regional locations across both islands.
The company is the exclusive OOH operator of the Auckland Transport street furniture network and Wellington Airport.
QMS also manages both Auckland and Sydney street furniture contracts simultaneously.
