Strategic OOH Campaign & Media Planning NZ

POWERFUL DATA
FOR DEEPER AUDIENCE UNDERSTANDING

At QMS, we continue to invest in data platforms that better understand audience behaviour, impact, and performance to deliver strategic Out of Home (OOH) solutions for brands.

We use the industry’s best audience data and insight providers, including knOOH, Nielsen CMI, Lifesight Screen IQ and Auckland Transport Commuter Data, to gain a deeper understanding of audiences to maximise your outdoor campaign's reach, impact and effectiveness.

QMS ENABLER
DATA-LED ADVERTISING
POWERED BY CONSUMER INSIGHT

For brands looking to unlock maximum audience value across our network, the QMS Enabler optimises Out of Home campaign planning by bringing consumer insights to life with pinpoint precision. Powered by Lifesight Screen IQ mobile data, the QMS Enabler operates as our proprietary planning engine, applying an advanced propensity model across 30+ custom modules to pinpoint sites indexing at 200% or higher for specific target audiences and category involvement.

By integrating knOOH asset distribution frameworks with a 5-layer proximity targeting layer, the QMS Enabler connects audience insights with physical network planning to deliver maximum coverage and scale.

Propensity-Based Planning: Delivers multi-layered propensity insights across demographics, category affinity, and consumer behaviour.
Advanced POI Planning: Utilises 5 layers of proximity targeting to achieve true precision at scale around key points of interest.
Integrated Coverage: Complements knOOH planning frameworks to turn complex datasets into optimised, high-performing site selections.

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NIELSEN CMI

Nielsen CMI is a comprehensive database providing a window into the media habits, lifestyles, and purchase behaviours of New Zealanders. Drawing from a nationally representative sample of over 10,000 annual interviews, Nielsen CMI offers granular insights into buyer attitudes and product usage necessary for advertisers to execute high-impact Outdoor campaigns.

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LIFESIGHT SCREENIQ

Leveraging a comprehensive dataset of 4 million mobile devices across New Zealand, Lifesight ScreenIQ transforms OOH planning. It integrates granular consumer behaviour and category affinity data with each QMS site, allowing brands to pinpoint and reach their ideal audience with precision.

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KNOOH

knOOH is the definitive audience measurement currency for OOH media in New Zealand. Representing 96% of the market, it provides a "single source of truth" for advertisers. By delivering robust, transparent, and deduplicated insights, knOOH ensures seamless campaign planning and standardised accountability across OOH formats.

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AUCKLAND TRANSPORT COMMUTER DATA

Leveraging Auckland Transport (AT) commuter data adds a rich, qualitative layer to our understanding of how New Zealanders move. By analysing these travel patterns, QMS provides advertisers with the context needed to forge deeper connections. This ensures brands are appearing at the right sites during peak moments to maximise both impact and campaign effectiveness.