QMS Rebuilds Auckland Landmark Billboard 'The Victoria' with Daktronics Screen
2026-08-04 · via DailyDOOH
QMS NZ has rebuilt and repositioned its landmark digital billboard 'The Victoria' in Auckland's Midtown precinct, replacing the original asset that launched in 2015 with a new 8m x 16m Daktronics screen. For an out-of-home operator, swapping out a nine-year-old panel for current-generation LED at a high-traffic intersection is a straightforward hardware refresh, but the timing here is tied to a bigger infrastructure shift in the city.
The site sits at Victoria Street and Hobson Street, an intersection QMS says has become one of Auckland's densest pedestrian hubs following completion of the City Rail Link. According to the release, the new screen delivers sharper pixel density and better color reproduction that holds up under Auckland's variable light, though the announcement does not give a pixel pitch or brightness figure.
QMS is citing audience numbers to back the relaunch: more than 240,000 weekly impressions and a plus-one reach of 30,000, according to the company. Those figures come from QMS itself and are not attributed to an independent measurement provider in the release, so buyers evaluating the site against other large-format landmarks should ask what methodology sits behind them.
Positioning within a wider network
Ben Gibb, QMS NZ's National Sales Director, frames the rebuild as part of a broader network strategy rather than a standalone asset upgrade. He points to the company's Auckland Transport contract as another piece of the same push to link large-format landmarks into a more connected out-of-home presence across the city. For media buyers, that suggests QMS wants advertisers to think in terms of a citywide package rather than booking individual boards.
TVNZ has signed on as the exclusive launch partner, using the screen to promote its content offering. The release does not say how long that exclusivity runs or what it covers beyond launch content, which leaves open when other advertisers can start booking the site, though QMS says commercial opportunities across The Victoria and its wider large-format network are available now.
What's missing
The announcement is light on hardware detail that display buyers typically want: no pixel pitch, no brightness rating, no mention of the content management or ad-serving system driving the screen, and no word on power or environmental specs relevant to a site exposed to Auckland weather. It also does not disclose the cost of the rebuild or the length of the construction project. Operators comparing large-format DOOH investments elsewhere will need to look past the marketing language here for the numbers that actually matter for a build of this scale.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
QMS Rebuilds Auckland’s The Victoria w/ @Daktronics
Leading Out of Home operator QMS NZ has unveiled the next chapter of ‘The Victoria’, its original premier Digital Large Format landmark billboard, completely rebuilt and repositioned for Auckland’s newly revitalised Midtown precinct.
Originally launched in 2015 as the company’s first iconic Digital Large Format asset, ‘The Victoria’ has helped define the Auckland skyline for almost a decade. Now completely rebuilt, the landmark site has undergone a full transformation, emerging as a high impact, technologically advanced, digital canvas designed for brands to capture the attention of audiences in the heart of Auckland at the prominent intersection of Victoria Street and Hobson Street.
‘The Victoria’ features a brand new state-of-the-art 8m x 16m Daktronics screen, delivering ultra sharp pixel density, exceptional legibility and vibrant colour reproduction that maintains peak visibility under Auckland’s changing light conditions.
The relaunch comes at a defining moment for Auckland’s city centre, as the completion of the City Rail Link begins to reshape CBD audience movement and commuter behaviour.
Midtown has emerged as one of Auckland’s highest density pedestrian hubs, with ‘The Victoria’ positioned at its epicentre. Delivering more than 240,000 weekly impressions and a +1 reach of 30,000, the landmark asset is strategically placed to capture major CRL commuter flows to and from Te Waihorotiu Station, premium entertainment and dining audiences heading toward and through the SkyCity precinct, and high-volume vehicle traffic entering the CBD.
This unique intersection allows advertisers to connect with diverse, high-value consumers including city workers, business professionals, university students, social gatherers, and international visitors.
Ben Gibb , QMS NZ National Sales Director, said the revamp of ‘The Victoria’ represents a critical piece in the business’ multi-format network strategy, “True audience solutions require premium, high-impact, digital landmarks that intersect flawlessly with everyday commuter behaviour. The revitalisation of ‘The Victoria’ does exactly that, embedding a world-class digital canvas at the single most important pedestrian and transit nexus in the city. This launch also represents QMS’ active contribution to Auckland’s broader city centre transformation. Combined with our market leading Auckland Transport contract, we are connecting our high impact large format landmarks to create a more integrated Out of Home presence across the city.”
New Zealand broadcaster TVNZ has signed on as the exclusive launch partner for the landmark site, utilising the screen’s advanced capabilities to showcase its content offering.
Commercial opportunities across ‘The Victoria’ and the wider QMS NZ Large Format network are available immediately.
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