QMS bets big on programmatic and 3DOOH in fight for media dollars

Digital out-of-home operator QMS is going all in on its growth ambitions, outlining a bold industry target of 20% of total ad market share by 2030, with digitisation, programmatic trading and a high-impact creative tipped to be the levers that get it there. 

The prediction, made by QMS boss John O'Neill, follows a strong 12 months for the OOH operator, which is riding new momentum after its record-breaking digital campaign during the 2024 Paris Olympics and Paralympics, and growth initiatives designed to win share from over-invested performance channels like Meta and Google.

“We’re not just trying to migrate existing spend, we’re looking to bring in brands that haven’t considered out-of-home before,” O'Neill said.

SEE MORE: QMS locks in Milano Cortina 2026 Olympics and Paralympics partnership

QMS held 14.5% of the total outdoor market and 18% of digital OOH sales in the first quarter, with a "north of 40%" year-on-year surge in April potentially putting the vendor ahead of the market. He's aiming for further gains via incoming "strategic initiatives".

With 95% of its inventory now digital, QMS is touting high-impact creative like 3D digital OOH (3DOOH), with agency briefs increasingly seeking full-motion, standout formats. Which QMS and the broader sector are backing to take cross-screen budgets as well as add an attention premium.

The company has also stepped up the pace in programmatic. All digital formats are now open for programmatic trading, including 3DOOH and City of Sydney assets. The firm is backing sharper targeting, frequency control and ROI measurement to bring more brands and budgets into play.

Riding Olympic momentum

QMS’s media partnership with the Australian Olympic Committee and Paralympics Australia delivered over 81,000 dynamic executions across 11.5 million Australians during the Paris Games, a scale O’Neill says changed how brands think about digital out-of-home. 

“It was a defining moment,” he said. “Through digital innovation and creative dynamism, our medium was able to showcase the power of audience and brand connection through real-time, contextually relevant content at scale.”

That success has seen the company renew its Olympics deal through Milano Cortina 2026, using the Games as a high-profile blueprint for what modern DOOH can deliver across other categories.

“It was a defining moment. Through digital innovation and creative dynamism, our medium was able to showcase the power of audience and brand connection through real-time, contextually relevant content at scale,” he said.

But the Olympics was just the start. QMS has also grown its network footprint, including premium screens across Sydney’s Metro rail and increased presence in Melbourne and Brisbane. The business now has its sights on further digitisation and smarter data integrations to prove ROI and win share from other media.

“We’ve got the right balance now across major metro markets. But we’re not stopping there. The regional opportunity, particularly places like the Gold Coast, is huge. It’s a population boomtown.”

O’Neill said the company’s recent case study with Four’N Twenty showed how legacy brands are rethinking their channel mix and shifting serious budget into out-of-home. 

“They gave us 85% of their media spend for the year. That just doesn’t happen unless you're delivering results.”

While QMS has historically been conservative on programmatic, it’s now bullish. The company is investing in partnerships, demand-side platforms and creative workshops with agencies to boost adoption. 

“We’ve lowered barriers to entry and can now provide reporting granularity and targeting that can compete with digital platforms.”

The company is also launching new content partnerships, such as a lifestyle and travel collaboration with Nine and the Sydney Morning Herald. It sees content alignment and utility as critical in helping brands build deeper emotional engagement beyond standard ad placements.

“The brands that work with us on creative integration, especially around major events, see the benefit. It’s not just about reach, it’s about relevance. We’re trying to show clients they can bring their campaigns to life in another way.”

O’Neill acknowledged that market education is ongoing, both for agencies and internally across the QMS team. 

“We’ve got to make it simple for people to understand where their money’s going and the value it delivers. That means being accountable, transparent, and continuing to invest in audience data and measurement.”

With MOVE 2.0 (the out-of-home industry’s updated measurement platform) making its debut, QMS said the industry has an opportunity to present a united, data-led case to CMOs and procurement teams.

“The new measurement data is a game changer,” O’Neill said. “If we can align around it and keep delivering world-class creative and accountability, there’s no reason we can’t hit that 20% share target.”

With the Winter Olympics in Milano Cortina on the horizon and a portfolio that now includes events like Vivid Sydney and growing regional opportunities, QMS is positioning itself not just as an outdoor media company, but as a digitally enabled creative partner to brands.

“We’ve moved from tin signs to dynamic networks and 3D motion graphics,” O’Neill reflected. “It’s a different world now, and one with far more upside for smart marketers.”