Australian outdoor media firm QMS Media Limited today announced a 26 percent increase in profit to $16.7 million for the fiscal year ending 30 June 2017.

The company’s profit reflects the strength of the outdoor advertising market and QMS’ progress in broadening its footprint to advertisers across key markets including the successful integration of its sports acquisitions.

Contributing to the firm’s strong operational performance was the addition of 30 new digital screens to its network across Australia and New Zealand now totalling 75 — ahead of its FY17 rollout target of 68.

QMS Sports secured new contracts with Suncorp Netball, Sydney Swans and Virgin Australia Supercar Championship, as well as contract extensions with the Australian Rugby Union and major stadiums such as AAMI Park, Suncorp and Allianz Stadiums and the Sydney Cricket Ground.

QMS chief executive officer, Barclay Nettlefold, said he sees further growth opportunities with the QMS Sports division with “advertisers valuing the ability to target highly-engaged sports fans via broadcast, digital viewership and live attendance.”

The firm said it invested in digital, data and analytics capabilities to deliver high-value, targeted campaigns across multiple platforms, with roadside digital — the core of QMS’ portfolio — continued to outperform.

“Advertisers are increasingly recognising the value of digital, which will only become more compelling as advancements in technology, data and analytics support greater engagement between advertisers and their target audiences,” Nettlefold said.

QMS sees itself well placed in the outdoor media market as revenues in the digital Out-of-Home industry experienced a third year of double digit growth in 2016.

Furthermore, QMS said it expects demand from advertisers for digital outdoor assets to remain robust, as it gives them the ability to communicate with consumers immediately and to adapt their message to account for the time of day, weather, demographic of viewer, events and other external factors.

The company said it is confident that the shift to increased advertising expenditure on outdoor advertising assets is structural rather than cyclical — especially since mainstream media continues to fragment.

QMS has forecasted its FY18 EBITDA to exceed $43m — an anticipated $5.5 million increase from the $37.5 million EBITDA achieved in FY17.

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