Chief Strategy Officer, Christian Zavecz, shared with Mi3 how QMS has changed the paradigm to audience-based post analysis with the launch of Performance+. The new product has been developed to further enhance audience accountability and transparency in the execution of client DOOH campaigns.
Traditionally, out of home (OOH) advertising has relied heavily on play based post analysis to report on the delivery of bought media. But two months ago, QMS changed the paradigm to audience based post analysis with the launch of Performance+, demonstrating that it’s not just about guaranteeing the asset and ad plays – it’s about ensuring that the audience you aimed to reach is actually delivered. Performance+ is a game changer and means DOOH is now more like other broadcast channels in the way that it can guarantee and showcase actual campaign audience delivery.
To stay ahead of the curve, agencies need to adapt to the ever-evolving demands of their clients whilst embracing advancements in the application of data. We believe we have taken a significant step forward for the industry with clients now having greater transparency and surety in the volume and profile of campaign audiences that are delivered.
Audience measurement has now become an integral part of what our clients can expect from their OOH campaigns.
- Christian Zavecz - Chief Strategy Officer, QMS
Whilst MOVE will always remain invaluable for campaign planning, Performance+ offers something more: the ability for clients to go beyond predictive models and have a richer understanding of their delivered campaign audience.
The key stats
- QMS launched Performance+, the first audience-based post-campaign analysis tool in the $1 billion OOH industry, in August. It was created in conjunction with technology partner Hemisphere.
- Performance+ allows DOOH to behave like other broadcast media by guaranteeing and reporting on campaign audience delivery.
- QMS can now provide clients with details on the actual real-world audiences that were delivered as part of the campaign they booked – moving beyond asset delivery to audience delivery.
- Campaign audience analysis allows clients to have a deeper, more temporal understanding of their actual audience delivery including by hour, and day of week.
- Performance+ means transparency on the audience delivered, not just the placement, for client campaigns via privacy compliant DSpark mobility data.
- Since launching in August, over 40 clients have already used Performance+, with market feedback exceeding QMS’ expectations.
A few months in and our team is continuing to show clients how Performance+ adds value and insight, providing greater peace of mind when booking a campaign.
- Christian Zavecz - Chief Strategy Officer, QMS
The results speak for themselves, with over 40 clients using Performance+ with market feedback exceeding expectations. The strategic roadmap for Performance+ will also involve further expansion and even greater sophistication in the insight it delivers for clients.
With the power of real-world data and a commitment to transparency, Performance+ is redefining DOOH campaign reporting and further building trust in the medium. It is the new normal for DOOH post campaign reporting.
Get in touch with our team to find out more about Performance+
Originally posted in Mi3, 6 Nov 2023.
