Digital outdoor media company QMS will present the findings of a two-year study on human attention in out-of-home (OOH) environments at next month's SXSW Sydney festival.

The research, conducted in collaboration with audience measurement company Amplified Intelligence, aims to deliver greater accountability, audience understanding, and improved outcomes for clients across QMS formats.

The findings will be presented on Wednesday, 16 October by QMS Chief Strategy Officer, Christian Zavecz, and Dr Karen Nelson-Field, CEO and Founder of Amplified Intelligence. A panel discussion featuring media and marketing experts will follow the presentation, including Suncorp Group Executive Manager, Media & Marketing, Greg Kearney, and OMD National Head of Communications Planning, Thad King.

"Attention has well and truly positioned itself at the forefront of modern media metrics. Our ongoing work with Amplified Intelligence is designed to help our clients prepare for the next era of OOH and is a significant step forward in understanding the various dimensions that need to be considered for OOH planning and buying," said Zavecz. "We hope the findings will challenge the industry to think beyond traditional metrics like reach and re-evaluate how the data can be used to drive greater campaign effectiveness."

The study is a part of QMS' commitment to providing clients and agencies with dynamic and innovative advertising solutions, underpinned by the latest developments in technology and data. QMS is also the official outdoor media partner of the Australian Olympic Team for the Paris 2024 Olympic Summer Games, the Paris 2024 Paralympic Games, and the Milan-Cortina 2026 Olympic Winter Games.

Dr Nelson-Field said: "Understanding attention in OOH will provide a significant development not only for Australia, but on the global stage. To understand human attention for OOH, we had to build a world-first model to capture real-time data. After working on this study for over two years, we look forward to showcasing to the world the true power of the medium and to understand its strength within a broader omnichannel ecosystem."

The panel will discuss the real-world implications and applications of the global-first OOH Attention study. QMS is the presenting partner of the Advertising & Marketing track of SXSW Sydney 2024.