Digital outdoor media company QMS has used Vivid Sydney 2023 to maximise the impact of Out-of-Home (OOH) advertising.

The company found that the number of people in the City of Sydney was up 61 per cent between 7.00pm and midnight during the first three weekends of this year’s festival.

The increase among people aged 30 to 50 was even higher, at 76 per cent, with interstate visitors also jumping 109 per cent, predominantly from Victoria, the ACT and Queensland.

QMS’ bespoke advertising packages that placed clients in key Vivid precincts during the festival saw audiences rise by 113 per cent in the evenings across the three weekends with Circular Quay assets seeing an increase of 215 per cent.

These results were in comparison to QMS’ data from the week prior to Vivid Sydney 2023, starting on 26 May.

“We were thrilled to celebrate this years Vivid Sydney with our clients – and with all of Sydney,” QMS executive general manager Mark Fairhurst said.

“Vivid is a celebration of creativity, innovation and technology, making it the perfect fit with our City of Sydney digital street furniture network, which sits at the very heart of the Sydney market. We have seen some outstanding contextually relevant campaigns taking full advantage of the event themes and incremental audience to maximise their impact across our network.

“The event is the perfect showcase for the power of this network, the 33 suburbs it covers and the highly concentrated audience it delivers.”

QMS collaborated with some of the top brands in Australia to help celebrate Sydney’s most magical annual event.

“For advertisers, to now have a premium digital network at the very heart of the biggest market provides them with the right place to start planning any world class OOH campaign,” Fairhurst added.

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