QMS launches DOOH post-campaign analysis tool
Digital media outdoor company QMS has launched Performance+, the country’s first audience-based post-campaign analysis tool for the out of home industry.
According to QMS, the tool is designed to “further enhance audience accountability and transparency” in the $1.1 billion OOH industry. Significantly, it offers guaranteed audience metrics, which QMS claimed would give clients “increased surety and confidence” in their OOH buying.
“Performance+ is a natural evolution for QMS as we continue the transition from asset to audience transacting for clients,” explained QMS chief strategy officer, Christian Zavecz.
“With the increased role and relevancy that DOOH continues to deliver, we identified a need to act more like other broadcast channels in the way that we guarantee and showcase actual campaign audience delivery.”
Omnicom Media Group’s head of trading, John Lynch, adds: “Data that provides greater insight into campaign performance is something that we welcome at OMG. We are excited to be the first in market to test the Performance+ post-campaign analysis tool from QMS.
“It will allow us to gain greater understanding of real-time audience behaviours during actual campaign periods.
“We believe that Performance+ is an innovative enhancement to OOH planning and buying, augmenting the industry standard measurement system, MOVE.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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