Nine Entertainment Co (Nine) today announces its digital outdoor media leader QMS, has secured a new agreement with Metcash Limited (MTS) to represent its independent retail media network ‘LocalEyes’ throughout Australia.
Effective 1st 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 not only delivers audiences at scale, it connects with those audiences deep in the heart of local communities.
Nine Chief Executive Officer 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’.
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 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 7.0 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,” Mr 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 builds on Nine’s recent acquisition of QMS and further strengthens its position as Australia’s leading digital media company, combining premium content, data and digital outdoor to deliver full-funnel outcomes for advertisers.
Monday 22 June, 2026
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