Nine Entertainment Co and its digital out-of-home arm QMS have struck a deal with Metcash Limited to represent the wholesaler’s independent retail media network, LocalEyes, across Australia from 1 September 2026.
The agreement gives QMS sales representation of an initial 860 digital screens spanning Metcash’s food, liquor, and hardware pillars – a portfolio that includes IGA, Mitre 10, Cellarbrations, Bottle O, Home Hardware, and Total Tools.
Extending the reach
Nine chief executive officer and managing director Matt Stanton said the deal extends the company’s media proposition beyond broadcast, streaming, and publishing into the retail environment.
“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.”
QMS Chief Executive Officer John O’Neill said the partnership marks QMS’s entry into the retail media category.
“We are proud to partner with Metcash to represent the LocalEyes in-store 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.”
Independent retail at scale
Metcash services more than seven million shopper visits per week across its independent retailer network – the largest such wholesale and service operation in Australia.
Group Chief Executive Officer Doug Jones said the arrangement would strengthen the company’s retail media offering without distracting its retailers.
“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,” Jones said.
The deal builds on Nine’s recent acquisition of QMS and adds retail media to a portfolio that already spans premium content, data, and digital outdoor.
Media image: QMS’ John’O’Neil, Metcash’s Doug Jones, Nine’s Matt Stanton