QMS to unlock DOOH’s creative opportunities at M360
As a high impact, premium digital OOH business, QMS prides itself on its partnerships. Partnerships at every level, from agencies to advertisers, landlords to councils and governments, and industry bodies to researchers. With five years in shared experience and co-development, one of our well-established partnerships is the one we enjoy with Mumbrella360.
Back in 2016, QMS embarked on this partnership as the new OOH business on the block. We actively wanted to challenge the norm, expand sector knowledge, encourage new thinking and get the marketing industry thinking about OOH in different ways. We saw this as important for an established medium like OOH, one that was rapidly demonstrating new capabilities and value in a digital world. If you ever need an example of the traditional and digital world cohabitating, OOH demonstrates it every day. And we have only just begun.
Mumbrella360 appreciated our perspective and were keen to give QMS the ‘space’ to tell the OOH story. Each year, this has changed and been shaped according to the most compelling aspects of the sector at that time. Together, we have crafted sessions that have given us the latitude to speak of the significant change in OOH globally, the seamless shift to digital, the compelling power of the DOOH screen, the power of screens in a sporting environment, and last year, the development of dynamic audience measurement to apply more appropriate value to DOOH screens. In each of these sessions – whether solo presentations, debates, storytelling sessions or panels – Mumbrella and QMS have unfurled another aspect of the DOOH growth phenomenon. And on it goes.
This year, we want to let some outstanding experts in their field discuss one of the essential elements to successful DOOH: the creative message. Through the privilege of hearing directly from leading practitioners across the spectrum of creative, advertiser, media and marketing, we have created a robust and well-rounded session that investigates the creative opportunity in DOOH and the extent to which it is currently realised.
The session, titled ‘Unlocking the creative advantage of Digital Out of Home’, will be a starring attraction at 11am on November 17 at the Mumbrella360: Reconnected virtual conference.
In it, we will aim to address the following questions:
Is it fully understood?
Sue Squillace, Carat CEO can share her well-formed view on how the industry understands DOOH, backed by her extensive experience running one of the global media networks, where she is responsible for clients across all sectors and channels.
Is it important?
Nikki Warburton, Audi’s chief customer and marketing officer, can provide insight into the importance of DOOH in her multi-million dollar communications mix that requires local strategy and global perspective.
Is it easy to do in the most engaging and creative way?
To answer this question, we have two influential creative voices in Julian Schreiber and Tom Martin, joint creative officers and partners at Special Group, recently recognised for Ad Campaign of the Year, Independent Agency of the Year and second in the AFR’s Top 10 Most Innovative Media & Marketing Companies.
This band of expert opinion and leadership will be supported by the formidable Adam Ferrier, founder and chief thinker at Thinkerbell, for whom consumer understanding is fundamental to how, when and why a message succeeds.
The session will cover everything from content to brand safety, measurement, privacy, technology, real-time data, opportunities, obstacles for campaign integration, award potential, and mass reach in the digital age. With this collection of experience and opinion, expect to be entertained, educated, amused, and maybe even surprised.
In the ongoing spirit of our partnership with Mumbrella360 and our quest for further development and understanding of the OOH medium, we are looking forward to the four days of inspiration and learning planned for Mumbrella360: Reconnected. After a year filled with social distancing and disconnection, it’s high time we took a breath, sat down, and enjoyed the familiar feeling of industry thoughts being shared.
- Sara Lappage - QMS CMO