Leading digital outdoor media company QMS has unveiled compelling results from its latest neuroscience study, underscoring the significant impact of dynamic content on audience engagement and long-term memory encoding. The study, conducted in collaboration with Neuro-Insight, comes on the heels of the British & Irish Lions rugby partnership campaign involving GIO and Nine Entertainment Co’s The Sydney Morning Herald (SMH).
The research measured consumer responses to GIO’s sponsorship across the City of Sydney digital street furniture network, where GIO brand advertisements were strategically placed next to real-time SMH rugby editorial content. This innovative approach highlighted the potential for brands to enhance their impact by aligning with culturally relevant and high-quality editorial moments.
QMS Prepares for Milano Cortina 2026 Winter Games Network
The release of these findings coincides with QMS’s preparations to launch its 100% digital Milano Cortina 2026 Winter Games Network. This initiative aims to deliver real-time news, updates, and information to Australians during the Olympic and Paralympic Winter Games. The network will span QMS’s national digital large format billboards, the City of Sydney street furniture network, The Convenience Network, Canberra Airport, and Gold Coast street furniture assets.
Expected to reach 80% of metropolitan Australians, the Winter Games Network offers brands an unparalleled opportunity to connect with audiences at scale. This expansive reach is poised to create significant engagement opportunities for advertisers looking to leverage the excitement of the Winter Games.
Study Highlights Enhanced Engagement and Memory Encoding
The Neuro-Insight study revealed that the GIO content opportunity resulted in a 20% increase in long-term memory encoding compared to the Neuro-Insight benchmark. Additionally, the study noted a substantial rise in engagement levels by 11% and emotional intensity by 21%.
“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 QMS chief strategy officer, Christian Zavecz.
Christian Zavecz further emphasized the success of this strategy, drawing parallels to their previous Paris 2024 Olympics coverage. The combination of GIO’s messaging with the trusted sports coverage from SMH has driven impressive results, showcasing the potential for advertisers to harness data, content, and environment to drive genuine attention and long-term memory recollection.
Industry Reactions and Future Implications
Mark Condon, GIO’s marketing manager, expressed satisfaction with the results, highlighting the effectiveness of connecting GIO with culturally relevant moments. “It’s a great signal for how we activate the brand moving forward,” he remarked.
Neuro-Insight’s chief commercial officer, Peter Pynta, echoed these sentiments, stating, “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.”
“For brands in highly competitive categories, this approach delivers meaningful differentiation,” added Pynta.
Building on a Legacy of Effective Advertising
This latest study adds to a growing body of Neuro-Insight research within QMS’s digital out-of-home portfolio, reinforcing the quality outcomes that brands and agencies can achieve. Previous studies have shown QMS sites generate above-benchmark effectiveness, including a 24% uplift in long-term memory encoding across the City of Sydney network compared to Neuro-Insight’s global benchmarks.
As QMS continues to innovate in the digital advertising space, these findings highlight the transformative potential of dynamic content and contextual alignment in enhancing brand impact. With the upcoming Milano Cortina 2026 Winter Games Network, QMS is set to further demonstrate the power of real-time, contextually relevant advertising.
