QMS Media is preparing to unveil its advertising packages to launch partners for its new City of Sydney network. media week has spoken with QMS Media’s general manager for the City of Sydney Gemma Enright about these plans, the network and the original interest.
The former Uno Home Loans chief customer officer and tech start-up entrepreneur joined QMS Media earlier this year.
Also see: QMS appoints Jemma Enright to lead the new media offering from the City of Sydney
Enright began to explain what the attraction was for an agency strategist, marketer, and business entrepreneur to return to media sales.
“My first love has been the advertising industry, and I’ve spent a lot of time there,” Enright said media week. “The strategic work I did, and moving between media sales and agencies, set me up really well to go into the startup space. I also spent some time there and you need to have laser focus on the customer and understand the consumers really well.
“In my new role, I’m going to bring together two exciting dimensions – being able to work at the City of Sydney, which is almost like a start-up because it’s a blank canvas that starts something from scratch and brings it to market. It is also based on the first passion I had for advertising.
“For me, this is the absolute gold star to unite my two worlds.”
Skills that Enright will bring to QMS will be the ability to perform quickly, something she noted start-ups need to be good at. “Also the ability to listen to customers and shape the offer, look at pricing and shape the strategy around the customer’s needs.
“That’s exactly what we’re doing now, talking to customers as we develop pricing and partnership strategies for the city of Sydney. It helps ensure a level of validation when we take the offer on the market. “
City of Sydney Launch Date
QMS will take over the sale from existing network manager JCDecaux on 1 November for the outer suburbs of the City of Sydney and on 18 January for the City of Sydney CBD.
The impact of Covid is, of course, felt most strongly outside the home. “The introduction has recently been rolled back two months,” Enright explained.
“No one had foreseen that we would be in the current protracted lockdown for that long. We now look at November 1 as the start of the transition of the program.
“For the sales proposal, we focus on launch partners in the first instance and will take the partnership package on the market with a view to getting partners on the network in early December.
“We are opening campaign-based sales from April 2022.”
Enright said QMS will offer City of Sydney partners special incentives to be present during what she calls the “construction phase”.
Size of City of Sydney network
There will be over 800 panels in the new network and they will be predominantly digital.
Enright: “Over 70% of the network will be digital, which means that over 90% of the inventory will be digital and delivered on larger screens optimized for visibility and attention. Advertisers continue to show increased demand for digital out of the home.
“We also want to improve our data capacity through our dynamic platform, and it opens up a world of possibilities for brands that have never existed before. There will be smart ways to target your consumer to innovative creative strategies that brands can deliver in the marketplace. “
Advertisers have not yet seen what QMS will charge to access its new network. Enright said: “We are very tuned in to what the market has paid in the past and that is obviously something that is important to consider. We also understand that what we build in some ways is unique and there are no benchmarks for that. The unique benefits have changed fundamentally. “
While there is a focus on meeting with agencies, Enright noted that there are also some large direct clients who have expressed great interest in getting early into the new network of launch partnerships.
Network highlights and new formats
Enright said some of the existing attractions will be improved. “Things like the impact of successive formats that people are used to seeing down in York Street, Carrington Street and Alfred Street will still be available. We are working closely with the City of Sydney on new formats and there will be communication pylons that will have touchscreen information for people in the City of Sydney on one side and a digital display on the other side.
“We’re looking at how brands can dominate the city with exclusivity opportunities, which is something many categories want.”
This is a large network
“The city of Sydney is much more than just the Sydney CBD,” Enright reminded us. “There are 10 distinctive areas around the city of Sydney, consisting of 33 of arguably Sydney’s most coveted suburbs. It runs from Surry Hills, Potts Point and Rushcutters Bay to Alexandria and Waterloo to Glebe and Annandale. It is a wide range of residential areas with high value consumers living, working and playing in the city of Sydney.
“These consumers will be reached through our quality street furniture network, and they are hard to reach outside of that geography.”
See also: QMS wins City of Sydney street furniture contract