VMO New Zealand installs double-sided digital screen at Five Mile, Queenstown

# What happened

# Why it matters Queenstown has had no external billboards, so digital advertising assets there were limited. The new screen introduces outdoor digital inventory to a market that VMO describes as one of New Zealand's most valuable advertising markets. That changes where and how media buyers can place campaigns in the region.

# What VMO says Rob Forsyth, VMO commercial director, framed the install as filling a gap for digital out-of-home in Queenstown and said the rollout demonstrates VMO's ongoing retail media plans. Sales director Matt Tremain highlighted the audience mix in Queenstown—local community, domestic travellers and international visitors—and positioned the screen as useful for building brand awareness, supporting retail or tourism moments, and reaching consumers near the point of purchase.

# Where the screen sits and who it reaches Five Mile Shopping Centre in Frankton is a key commercial precinct for the wider Queenstown Lakes district. The centre draws both resident and visitor traffic, increasing the screen's exposure across different audience segments in both winter and summer tourist seasons.

# Practical implications for advertisers and agencies

• New placement option: Agencies and brands now have a large-format digital option in a market that previously lacked external billboard inventory.
• Audience mix: The location offers a combined reach of locals and visitors, which advertisers can target for short-term tourism pushes or ongoing local campaigns.
• Retail proximity: Being at a shopping centre, the screen can support point-of-purchase and in-market messaging for retailers and tourism operators.

# How VMO frames future plans VMO describes this install as part of its commitment to the retail media segment in New Zealand, with ongoing plans to add more inventory for media partners in retail environments.

# Context in the local out-of-home market The move sits alongside other recent out-of-home activity in New Zealand: QMS has expanded street furniture in Tāmaki Makaurau, Lumo has added digital billboards at Alexandra Park, and oOh!media extended street footprint in Dunedin. Those developments indicate continued investment and competition in digital out-of-home inventory across the country.

# Bottom line The Five Mile digital screen gives advertisers a new, high-visibility option in Queenstown where external billboard options were previously absent. It's positioned for campaigns that need scale among residents and visitors, and it aligns with VMO's broader retail-media expansion plans.