Nine takes QMS into retail media with Metcash screen network deal

Nine is putting its QMS acquisition to work, securing a new agreement with Metcash to represent the independent wholesaler’s retail media network across Australia.

The deal will see QMS represent LocalEyes, Metcash’s in-store digital screen network, from 1 September.

The agreement initially covers 860 digital screens across Metcash’s food, liquor and hardware pillars, spanning brands including IGA, Mitre 10, Cellarbrations, The Bottle-O, Home Hardware and Total Tools.

The network also has the potential to expand across more than 3,000 retail locations.

For Nine, the agreement marks a move into retail media through QMS, extending its media ecosystem beyond streaming, broadcast, publishing and digital out-of-home into in-store retail environments.

Matt Stanton, chief executive officer and managing director at Nine, said the agreement was a significant step in the evolution of Nine’s integrated media offering.

“When Nine added QMS’ premium Digital Out of Home assets to our existing portfolio of streaming, broadcast and publishing assets, we created a unique and powerful media ecosystem that allows advertisers to engage consumers from the ‘Sofa to the Street’,” Stanton said.

“With Metcash’s LocalEyes in-store digital screen network, we are extending that proposition from Sofa to the Street all the way to the Store.

“This is an example of one of the many benefits we are seeing from bringing QMS into Nine, enabling us to enter the retail media sector with an unrivalled proposition in Australia.

“Now more than ever, we can engage and activate consumers wherever they may be, delivering meaningful outcomes for advertisers, agencies and shareholders.”

QMS chief executive officer John O’Neill said the partnership marked a major milestone in the expansion of the company’s digital out-of-home network and its entry into retail media.

“We are proud to partner with Metcash to represent the LocalEyes instore digital screen network nationally within media agencies, extending our digital footprint into one of the most valuable and rapidly growing segments of the media landscape,” O’Neill said.

“With the potential to expand the network across more than 3,000 retail locations, including IGA, Mitre10, Total Tools, Cellarbrations, BottleO and more, this partnership enables us to deliver more connected, data-led solutions that bridge awareness and conversion.

“By leveraging the strength of Nine, QMS and Metcash data, we can create tailored audience and category solutions that maximise scale, relevance and impact for our advertisers and media agencies.”

Metcash services more than 7 million shopper visits each week across its independent retail network.

Doug Jones, group chief executive officer at Metcash, said the partnership would strengthen the company’s retail media offer while supporting independent retailers.

“As the largest wholesaler and service provider to independent retailers in Australia, servicing over 7.0 million shopper visits per week, we are delighted to partner with Nine and QMS to further strengthen our retail media network across food, liquor and hardware,” Jones said.

“This partnership expands access for advertisers to reach shoppers across a diverse range of retail categories, while enabling our independent retailers to stay focused on what they do best - delivering exceptional, locally relevant experiences for their communities.”

The agreement follows Nine’s recent acquisition of QMS and gives the media group a stronger claim to full-funnel advertising, connecting content, data, digital outdoor and point-of-sale environments.

It also comes as retail media continues to attract major investment from media owners, retailers and advertisers looking to connect brand activity more directly to purchase moments.