QMS launches intelligent data and insights platform for digital out of home

Digital outdoor media company QMS Media has launched Dynamiq – an industry-first intelligent data and insights platform which aims to give digital out of home (DOOH) clients a better understanding of their audiences.

The platform will allow advertisers to plan, create and deliver DOOH campaigns using ‘robust, accurate and granular audience data’.

Using the data, advertisers will be better able to target consumers with relevant content for ‘high-quality engagement’.

The platform has been created via the partnering of two independent experts – mobility data and intelligence solution provider Dspark and audience modelling specialists Wejugo. QMS has taken the expertise of both companies and used it to create the Dynamiq platform which will collect and process billions of anonymised and aggregated mobile network data points from a third of Australia’s population.

This collection and application of this data gives advertisers accurate and usable insights, based on real data and analysed by hour, day, week or month. The platform also facilitates the marriage of intelligent data and dynamic creative messaging so that clients can fully optimise the efficacy of their campaigns.

QMS Media CEO, John O’Neill said: “The introduction of Dynamiq gives our clients access to a future-proofed and powerful planning and insights tool built specifically for DOOH, with a level of accuracy and granularity never before seen in this industry.

“Dynamiq will deliver audience insights to help our clients creatively maximise their campaign. This is an industry game-changer and one we have built based on knowing what our clients wanted in the next stage of DOOH growth.

“With over two years in planning, developing and testing, the launch of Dynamiq today is a huge milestone for QMS and our clients who now have a tool to help them understand audiences accurately and plan dynamic campaigns like never before,” said O’Neill.

Country head of Dspark Australia, Paul Rybicki said mobility data has the ability to help advertisers confidently understand their exact audiences’ movement in a completely new way.

“We are delighted to work in conjunction with Wejugo to deliver Dynamiq for QMS, which is a giant leap forward in how to understand relevant audience movement at each out-of-home location,” said Rybicki.

Mike Welling, founder and CEO from Wejugo said: “This has been a ground-breaking piece of work with QMS and Dspark to create something that has never existed before, that can revolutionise the way DOOH is planned and therefore the way an advertiser can invest. The patented algorithms and mobility data that Dspark provide, coupled with our unique visitation algorithms are the nucleus of this new DOOH audience platform – Dynamiq.”

Built on a future-proofed cloud-based platform, QMS has ensured that Dynamiq has the capacity to continue to evolve its data input, functionality and insights capability as advertiser demands expand and new opportunities present themselves. Dynamiq is a platform that will complement MOVE, the existing industry measurement platform, and immediately becomes an integral part of DOOH planning as well as constantly evolving for the future.


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