QMS NZ harnesses power of mobile data to launch Datalab 2.0

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QMS NZ has unveiled a significant update to its award-winning Datalab suite of products. Datalab now includes mobile data and delivers smarter audience centric insights and multiformat planning capability for advertisers.

Datalab 2.0 enables media agencies to plan multiformat campaigns with a total audience campaign view across QMS’ extensive outdoor product base that encompasses digital roadside, billboards, bus and commuter media assets.

The QMS Datalab was designed to ensure that all client campaigns are responded to with an insight-driven, persuasive and strategic approach.

Previously, Datalab analysed over 1 billion contact points including home locations, work locations and bank-card transactions. Now, Datalab 2.0 incorporates mobile data to exponentially increase the contacts measured to a staggering 100 billion data points.

“The QMS Datalab was designed to ensure all client campaigns are responded to with an insight-driven, persuasive and strategic approach.”

“This enormously rich data feed enables an unprecedented view of the NZ OOH audience, 100 times more effective at understanding audience journeys than ever before,” says QMS NZ ceo Wayne Chapman.

“The evolution of Datalab has been a result of discussions with our media agencies and clients to ensure we continue to provide outputs and insight that support their strategic outdoor planning objectives,” he said.

“Our measurement journey began over five years ago with the launch of the first NZ outdoor measurement tool.

“Datalab 2.0 represents a significant milestone in delivering a new unified view across multiple QMS OOH platforms, and underscores our ongoing commitment to unlocking the advertiser value inherent in understanding how New Zealanders move around the OOH environment.”

About QMS NZ
QMS Media Limited is a publicly listed company on the Australian Stock Exchange. QMS is a leading outdoor media company in Australia, New Zealand and Indonesia, specialising in premium landmark digital and static billboards, street furniture, sport and transit media.

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