Jaguar Land Rover spotted an opportunity earlier this year in the lead up to Sydney's Vivid festival, where circa 3 million people show up for 23 days of live shows, music and forums. The carmaker needed to build awareness fast for the new Land Rover Defender and part of the brief included large out-of-home formats. Given the expected surge in people on the streets of Sydney's CBD, Jaguar Land Rover’s just appointed media agency, Resolution Digital, part of Omnicom Media Group (OMG), thought a fast revamp of the brief to include street furniture and screens in the City of Sydney network run by QMS would be a smart move. It proved right and OMG’s head of trading, John Lynch, says the post-campaign audience analysis for Defender saw traffic uplift around CBD sites increase in some cases by more than 200 per cent. Yet the out-of-home industry’s audience currency, MOVE, could not quantify what the opportunity was or how big the upside could be. Which is where QMS’ new audience initiative, using mobility data down to specific sites and screens, came into its own. QMS has broken early from its out-of-home competitors to develop analysis capability for its screen network, which both sets site-level audience benchmarks and then guarantees those audiences will be delivered. Right now, no other out-of-home company delivers that level of reporting or guarantees. But Chief Strategy Officer, Christian Zavecz, says they must if the sector is to improve credibility and maintain high growth rates. In his parlance out-of-home has to move from measuring assets to measuring audiences, with Zavecz arguing that if out-of-home wants to be treated like one of the last big broadcast audience reach channels, it has to behave like one. QMS calls it ‘Performance Plus’ and the single biggest buyer of out-of-home in the country, OMG’s John Lynch, says it’s delivering. See omnystudio.com/listener for privacy information.