Credit: Nine
Nine's newly acquired digital outdoor media arm QMS, has partnered with Metcash Limited (MTS) to represent its independent retail media network.
Effective from September 1, the agreement includes an initial 860 digital screens across Metcash’s food, liquor and hardware pillars, including all retail brands such as IGA, Mitre10, Cellarbrations, Bottle O, Home Hardware and Total Tools.
Nine CEO and managing director, Matt Stanton, said the agreement represents a significant step forward 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’,” said Stanton.
“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.
“Now more than ever, we can engage and activate consumers wherever they may be, delivering meaningful outcomes for advertisers, agencies and shareholders."
John O’Neill, CEO at QMS, said the partnership marks a milestone in the continued expansion of the company's 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,” said O’Neill.
“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 CEO, Doug Jones, said the partnership would support Metcash’s independent retailer network.
“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,” he said.
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