QMS launches Impulse across revitalised 7-Eleven ad portfolio
Outdoor media company QMS has launched Impulse, which will provide brands with increased transparency, accountability, immediacy and creative flexibility, across its revitalised 7-Eleven advertising portfolio.
QMS secured the exclusive sales and marketing rights for 7-Eleven six months ago and has undergone ‘significant investment’ to overhaul the small format digital network which now provides 100% full motion digital screens with dynamic ad serving capabilities.
All digital panels are now a part of the industry’s audience measurement system MOVE, and to help advertisers better understand and target the Impulse audience, five unique customer segments have been introduced, providing enhanced planning capabilities and greater accountability.
Impulse technology has been upgraded to incorporate dynamic ad serving capabilities, delivering flexibility, immediacy and greater relevance in messaging, whilst agnostic verification provides complete transparency and trust for advertisers.
QMS Media CMO, Sara Lappage commented on the launch saying “We are excited to bring a refreshed and repurposed digital small format network to market, that delivers quality engagement and awareness far broader than its traditional petro/convenience category remit.
“Australians love to frequent their local 7-Eleven for everyday essentials, even more so in the current climate, and it is their position at the heart of local communities, that makes Impulse so effective. With the benefit of audience measurement and verification, Impulse is proven as a cost-efficient small format opportunity to drive brand awareness and brand building across a range of categories and products.
“With 91% of Australians living within 5kms of a 7-Eleven store* and the ability to reach more than 9 million contacts every fortnight**, it is no wonder that brands such as Amazon, AAMI, Nissan and Optus see the power of a broadcast network that delivers recency, localisation and convenience at scale.”
*Based on capital cities, excluding Adelaide.
**MOVE based on Full PCA, People 14+, over 14 days.
The QMS Impulse network is now live across 480 panels at 7-Eleven stores nationally.
