Nine and QMS have secured a partnership with Metcash to represent its retail media network ‘LocalEyes’ throughout Australia.
Effective 1 September, the agreement includes an initial 860 digital screens across Metcash’s food, liquor and hardware pillars, encompassing some of Australia’s most successful independent retail brands including IGA, Mitre10, Cellarbrations, Bottle O, Home Hardware, Total Tools and more.
Combined with QMS’ existing OOH network, Metcash’s retail media network promises to deliver audiences at scale and is a major foray by QMS into the retail media sector.
“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’,” Ninem chief executive Matt 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.”
Nine completed its $850 million acquisition from Quadrant Private Equity in April.
It added one of the largest premium out of home companies in Australia, essentially allowing Nine to sell inventory from TV screens to motorways and bus stops.
QMS and its 300 staff across Australia and New Zealand still operate under chief executive John O’Neil as a separate division within Nine.
He said the partnership with Metcash marks a major milestone in the continued expansion of QMS’ Digital Out of Home network and its entry into the retail media category.
“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.
“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 Group chief executive officer Doug Jones said the partnership would enhance Metcash’s retail media offering while supporting its independent retailer network.
“As the largest wholesaler and service provider to independent retailers in Australia, servicing over 7 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,” he 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.”
