QMS launches Impulse: Revitalised 7-Eleven advertising portfolio

Digital outdoor media business QMS Media has launched its revitalised 7-Eleven advertising portfolio under the Impulse brand to help drive immediate action and create increased awareness for brands nationally.

Since securing the exclusive sales and marketing rights for 7-Eleven’s advertising portfolio six months ago, QMS has undertaken investment to reinvigorate the small format digital network to premium quality standards.

The network now provides 100% full motion digital screens with dynamic ad serving capabilities, strategically placed to maximise audience delivery.

QMS said the Impulse product offering has evolved to provide brands with a level of transparency, accountability, immediacy and creative flexibility not previously associated with the product.

All digital panels are now a part of the industry’s audience measurement system MOVE, and to help advertisers better understand and target the Impulse audience, five unique customer segments have been introduced, providing enhanced planning capabilities and greater accountability.

Impulse technology has been upgraded to incorporate dynamic ad serving capabilities, delivering flexibility, immediacy and greater relevance in messaging, whilst agnostic verification provides complete transparency and trust for advertisers.

QMS Media CMO Sara Lappage: “We are excited to bring a refreshed and repurposed digital small format network to market, that delivers quality engagement and awareness far broader than its traditional petro/convenience category remit.

“Australians love to frequent their local 7-Eleven for everyday essentials, even more so in the current climate, and it is their position at the heart of local communities, that makes Impulse so effective. With the benefit of audience measurement and verification, Impulse is proven as a cost efficient small format opportunity to drive brand awareness and brand building across a range of categories and products.

“With 91% of Australians living within 5kms of a 7-Eleven store* and the ability to reach more than nine million contacts every fortnight**, it is no wonder that brands such as Amazon, AAMI, Nissan and Optus see the power of a broadcast network that delivers recency, localisation and convenience at scale.”

The QMS Impulse network is now live across 480 panels at 7-Eleven stores nationally.

*Based on capital cities, excluding Adelaide.
**MOVE based on Full PCA, People 14+, over 14 days.