QMS NZ expands Auckland street furniture footprint, more than doubling its digital assets to over 400 screens across 100+ suburbs, marking one of the largest ever investments into New Zealand Street Furniture and Digital Out of Home infrastructure. Supported by a new go-to-market campaign by Thomason Does Advertising, the network extension reinforces QMS’ position as Aotearoa’s Total OOH Audience Solution and ownership of Auckland.

Leading Out of Home (OOH) media company QMS NZ today officially launched its expanded Auckland Street Furniture network, delivering unprecedented scale and market dominance across 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. 

QMS NZ Managing Director, Ben Gibb, said:

“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.”

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)

Tuesday 22 September, 2026