First digital billboard up in Canberra

In an outdoor media milestone, QMS has switched on the first and only roadside digital billboards in Canberra.

The company says it is a part of its recent Canberra Airport Advertising concession win, and further cements its position as one of Australia’s leading digital outdoor providers.

The latest OMA figures on the OOH industry reveal that digital is poised to reach a 50/50 split with traditional print advertising. For outdoor giant oOh!media, digital has already overtaken print in revenue generated.

Digital revenue grew by around 20 per cent, and is now sitting at 46 per cent of total net media revenue year-to-date, an increase over the recorded 38.8 per cent for the same period last year.

Roadside billboards increased almost $10m from the prior corresponding period (pcp) reaching $79m from $70m. For the year to date, the roadside billboards category has made $35m more than the pcp. Roadside other (street furniture, bus/tram externals, small format) increased by $4m, reaching $59m from $55m in 2016.

QMS says “Known as The Capitals, the double-sided digital supersites, are strategically positioned on the corner of Pialligo and Fairbairn Avenue to provide unrivalled impact and extended dwell times for motorists.

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

“The launch of ‘The Capitals’ and the subsequent introduction of digital outdoor into the ACT opens up a world of opportunity for advertisers.  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.”

Barclay Nettlefold, QMS CEO, says “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.”

“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.”

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


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