Canberra gets first digital billboard

Digital and traditional outdoor media company QMS has installed Canberra’s first and only digital billboard as part of the company’s recent Canberra Airport advertising win.

QMS says the billboard, known as The Capitals, is a double-sided digital supersite, which is strategically positioned on the corner of Pialligo and Fairbairn Avenue to provide what it claims is unrivalled impact and extended dwell times for motorists.

Digital has had a strong year for outdoor media as it continues its seemingly inexorable climb to be the majority revenue earner. The OMA (outdoor media association) has recorded another strong quarter for 2017, its third quarter saw revenue increase by 7.2 per cent, up from $186.4m to $199.9m, with digital revenue accounting now for nearly half of this, last year it was 38.8 per cent this year 46 per cent

In its recent full year results, digital took up 62 per cent of QMS Australian revenue and 40 per cent of its group revenue. 

[Related: Outdoor revenue increases in Q3]

Barclay Nettlefold, CEO, QMS says, “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.

“We are excited to see our commitment to providing our clients with premium digital media assets in key outdoor markets extend to the nation’s Capital.”

The company says The Capitals will be impacting more than 1.2 million people per period, as it captures both local roadside traffic as well as those entering and exiting the adjacent Canberra Airport precinct.

QMS says its close proximity to the popular Majura Park Shopping Centre ensures The Capitals provide a crucial path to purchase media platform for advertisers looking to reach shoppers on their retail journey.

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

QMS has offices in Sydney, Melbourne, Perth, Brisbane and the Gold Coast. 

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