Tue. May 17th, 2022

QMS Media is preparing to unveil its advertising packages to launch partners for its new City of Sydney network. medieuge has spoken with QMS Media’s general manager of the City of Sydney Gemma Enright about these plans, the network and the original interest.

The former Uno Home Loans chief executive officer and tech entrepreneur started earlier this year for QMS Media.

Also see: QMS appoints Jemma Enright to lead the new media offering in the City of Sydney

Enright began to explain what the attraction was for an agent strategist, marketer, and business entrepreneur to return to media sales.

“My first love has been the advertising industry, and I’ve spent a lot of time there,” Enright said medieuge. “The strategic work I did, and the movement between media sales and agencies, got me off to a very good start in entering the start-up space. I also spent some time there and you need to have a laser focus on the customer and understand the consumers very well.

“In my new role, I get two exciting dimensions together – being able to work at the City of Sydney, which is almost like a start-up, because it is a blank canvas that starts something from scratch and brings it to market. It’s also the first passion I had for advertising.

“For me, this is the absolute gold star for connecting my two worlds.”

The city of Sydney

Jemma Enright, QMS Media

Skills that Enright will bring to QMS will be the ability to execute quickly, something she noted start-ups need to be good at. “Also the ability to listen to customers and shape the proposal, look at pricing and shape the strategy around the customer’s needs.

“It simply came to our notice then. talk to customers as we develop the pricing and partnership strategies for the City of Sydney. It helps ensure a level of validation when we bring the offer to market. ”

City of Sydney Launch Date

QMS will take over the sale from existing network manager JCDecaux on 1 November for the outer suburbs of Sydney and on 18 January for the City of Sydney CBD.

The effect of Covid is, of course, felt most strongly outside the home. “The introduction has recently been rolled back two months,” Enright explained.

No one had predicted that we would be in the current protracted lockdown for that long. We now look at November 1 as the start of the program’s transition.

“For the sales bill, we first focus on launch partners and take the partnership package on the market with a view to getting partners on the network in early December.

“We are opening campaign-based sales from April 2022.”

Enright said QMS will offer City of Sydney partners special incentives to be present during what she calls the “build” phase.

The city of Sydney

The city’s Sydney footprint

Size of City of Sydney network

There will be over 800 panels in the new network and they will be predominantly digital.

Enright: “Over 70% of the network will be digital, which means that over 90% of the inventory will be digital and delivered on larger screens that are optimized for visibility and attention. Advertisers continue to show increased demand for digital from home.

We also want to improve our data capabilities through our dynamic platform, and it opens up a world of opportunities for brands that have never existed before. There will be smart ways to target your consumer towards innovative creative strategies that brands can deliver in the market. ”

Advertisers have not yet seen what QMS will charge to access its new network. Enright said: “We are very much set on what the market has paid in the past and is obviously something important to consider. We also understand what we build in some ways is unique and there are no benchmarks for it. The unique benefits have changed fundamentally. ”

Although there is a focus on meeting with agencies, Enright noted that there are also some large direct clients who have expressed great interest in getting early on the new network of launch partnerships.

Network highlights and new formats

Enright said some of the existing attractions will be improved. “Things like the effect of successive formats that people are used to looking down on York Street, Carrington Street and Alfred Street will still be available. We are working closely with the City of Sydney on new formats and there will be communication pylons that will have touch screen information for people in the City of Sydney on one side and a digital display on the other side.

“We’re looking at how brands can dominate the city with exclusivity options, which is something many categories want.”

This is a large network

“The city of Sydney is much more than just the Sydney CBD,” Enright reminded us. “There are 10 distinctive areas that sit around the city of Sydney, consisting of 33 of arguably Sydney’s most desirable suburbs. It runs from Surry Hills, Potts Point and Rushcutters Bay to Alexandria and Waterloo to Glebe and Annandale. It is a wide range of residential areas with high value consumers living, working and playing inside the city of Sydney.

“These consumers will be reached through our quality street furniture network, and they are hard to reach outside of that geography.”

See also: QMS wins City of Sydney street furniture contract

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