Leading digital outdoor media company QMS has unveiled the results of a groundbreaking neuroscience study, which underscores the significant impact of dynamic content on audience engagement and long-term memory encoding. This revelation follows the recent British & Irish Lions rugby partnership campaign involving GIO and Nine Entertainment Co’s The Sydney Morning Herald (SMH).
In collaboration with Neuro-Insight, the study assessed consumer responses to GIO’s sponsorship across Sydney’s digital street furniture network. The campaign strategically placed GIO brand ads alongside real-time SMH rugby editorial content, creating a unique advertising ecosystem.
Strategic Timing with Future Initiatives
The release of these findings coincides with QMS’s preparations to launch its fully digital Milano Cortina 2026 Winter Games Network. This initiative aims to deliver real-time news and updates to Australians during the Olympic and Paralympic Winter Games, utilizing QMS’s extensive digital infrastructure.
The Winter Games Network will span national digital large format billboards, the City of Sydney street furniture network, The Convenience Network, Canberra Airport, and Gold Coast street furniture assets. It is projected to reach 80% of metropolitan Australians, offering brands an unparalleled opportunity to engage with audiences at scale.
Key Findings of the Study
The Neuro-Insight study revealed that the GIO content placement achieved a 20% increase in long-term memory encoding compared to benchmarks. Additionally, there was an 11% rise in engagement and a 21% boost in emotional intensity.
“Our dynamic content Neuro-Insight study clearly highlights the fact that when brands align themselves within culturally relevant moments and quality editorial, the impact is significant,” said Christian Zavecz, QMS chief strategy officer.
Zavecz further explained that the City of Sydney network is tailored for dynamic storytelling, demonstrating how advertisers can leverage data, content, and environment to foster genuine attention and memory recollection.
Industry Reactions and Implications
GIO’s marketing manager, Mark Condon, emphasized the effectiveness of connecting the brand with culturally relevant moments. “This was a smart way for us to connect GIO with culturally relevant moments, and the response proved just how effective that approach can be,” Condon stated, highlighting the strategic direction for future brand activations.
Neuro-Insight’s chief commercial officer, Peter Pynta, noted the power of contextual alignment in boosting engagement and emotional intensity. “These results clearly demonstrate the power of contextual alignment. This content and advertising ecosystem not only boosts engagement and emotional intensity but also enhances long-term memory encoding, driving stronger brand impact than standalone ads,” Pynta explained.
Building on Previous Successes
This study adds to a growing body of Neuro-Insight research across QMS’s digital portfolio, reinforcing the quality outcomes achievable for brands and agencies. Previous studies have shown that QMS sites consistently outperform benchmarks, including a 24% uplift in long-term memory encoding across the City of Sydney network compared to global standards.
The findings from this latest study not only validate the effectiveness of dynamic content strategies but also set a precedent for future campaigns. As QMS continues to innovate in the digital out-of-home advertising space, the implications for brands seeking meaningful differentiation in competitive markets are profound.
Looking ahead, the integration of dynamic content with real-time editorial promises to redefine how brands engage with audiences, offering a template for success in the evolving landscape of digital advertising.
