QMS NZ Doubles Auckland Street Furniture Network With 400 DynaScan Screens
2026-09-23 · via DailyDOOH
QMS NZ has launched an expanded Auckland Street Furniture network that the company says more than doubles its existing street portfolio. The rollout adds 400 new 75-inch DynaScan screens across more than 110 suburbs, with installation continuing over the coming months, according to the company.
For screen operators and media buyers, the headline change is geographic spread rather than screen density in any one location. QMS says the expansion moves inventory beyond the central Auckland CBD and inner suburbs into areas stretching from Warkworth to Pukekohe. The company cites a figure that nearly three-quarters of Aucklanders now live outside the CBD and inner suburbs, framing the buildout as a response to that shift rather than a straightforward capacity upgrade.
QMS NZ managing director Ben Gibb said the expansion is meant to help brands "burst the central Auckland bubble" and build higher-frequency connections with residents across the wider region. He linked the street furniture rollout to QMS's broader Auckland presence, which the company says now includes newly opened City Rail Link transit environments plus its existing billboard and bus networks. Combined, QMS claims this gives it more than 4,500 assets and 1.7 billion monthly impressions across Greater Auckland, a figure the company attributes to combined KnOOH impressions for non-bus assets plus Datalab-based OTS figures for bus, using a four-week 1+ reach methodology. Those are QMS's own numbers and the release does not provide independent verification.
The announcement does not specify the total screen count in the expanded network, only that it doubles the prior street portfolio. It also does not give pricing, contract terms with Auckland Transport, or a firm completion date beyond "coming months." DynaScan is named as the screen supplier but no other hardware specifications, such as brightness, resolution, or connectivity, are disclosed.
The rollout builds on QMS's ongoing partnership with Auckland Transport and is tied to the city's Auckland Plan 2050, a long-term blueprint for growth and transit infrastructure. That link suggests the street furniture sits on public transit-adjacent infrastructure, though the release does not detail the specific installation sites or approval process.
To market the expanded network to agencies and advertisers, QMS worked with agency Thomason Does Advertising on a campaign called "Do a Proper Auckland Campaign," fronted by a fictional Auckland bus driver character named "Queenie" who is positioned as an authority on true Auckland-wide OOH coverage. Agency principal Lloyd Thomason said a campaign that only reaches central Auckland "isn't a proper Auckland campaign."
For operators elsewhere, the move is a reminder that street furniture networks are increasingly being sold on suburban and regional reach rather than downtown density, a positioning shift other OOH operators may look to match as advertiser demand shifts toward broader metro coverage.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Leading Out of Home media company QMS NZ today officially launched its expanded Auckland Street Furniture network, delivering unprecedented scale and market dominance across Auckland.
QMS NZ Managing Director, Ben Gibb , told us “Auckland is vast and rapidly changing, and owning it means reaching Aucklanders where they actually live, work, and spend every single day. Expanding our digital street furniture footprint ensures brands burst the central Auckland bubble, and build proper, high-frequency, connections with Aucklanders across the entire region. This expansion underpins our overall go-to-market strategy to provide Aotearoa’s Total OOH audience solution. By combining our expanded street furniture portfolio with the newly opened CRL transit environments, plus our high-impact billboard and bus networks, QMS offers an unmatched 4,500 plus asset footprint delivering 1.7 billion* monthly impressions across Greater Auckland.”
Moving beyond central Auckland suburbs, the extensive new digital Street Furniture rollout more than doubles QMS’ existing Street portfolio, with 400 next-generation 75-inch DynaScan screens, reaching into more than 110 unique suburbs installed in the coming months.
With nearly three-quarters of Aucklanders now living outside the CBD and inner suburbs, QMS’ upgraded and extended digital footprint across Greater Auckland, from Warkworth to Pukekohe, solves a core reach problem for advertisers and gives brands a direct line to extend beyond Auckland’s CBD and reach suburban consumers as they move through their day-to-day routines.
To bring the network’s reach to life for media agencies and advertisers, QMS partnered with agency Thomason Does Advertising and Paul Taylor to launch a dedicated B2B market campaign, titled ‘Do a Proper Auckland Campaign’.
The campaign will introduce audiences to ‘Queenie’ – an Auckland bus driver – as the face of the campaign. Bus drivers navigate every corner of the region, seeing bus shelters, billboards, and other Out of Home assets all day, every day. As such, Queenie represents the ultimate authority on true Auckland coverage extending far beyond the central city grid, making her an expert in knowing what good OOH advertising is.
Lloyd Thomason from Thomason Does Advertising said, “It’s pretty simple really: a campaign that only talks to Central Auckland isn’t a proper Auckland campaign. If you want to reach Queenie (and hundreds of thousands of other Aucklanders), go with QMS. Hot tip: Queenie likes funny ads. And she really, really loves puppies.”
The Auckland digital street furniture expansion marks the latest major milestone in QMS’ ongoing partnership with Auckland Transport as it builds on its ‘Auckland Plan 2050’ strategy. The 30-year blueprint guides Auckland’s future growth, public transit, and smart urban infrastructure.
*Total Combined KnOOH impressions for all assets excluding bus,plus OTS for Bus using Datalab, 4 week 1+ reach based on AP15+ National (all formats excl Bus)
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