Nine Entertainment has completed its acquisition of QMS Media, bringing the outdoor media company into the group and extending Nine’s advertising offer across streaming, broadcast, publishing and out of home.
The deal gives Nine a stronger cross-platform position in Australia and New Zealand, with QMS to continue operating as a distinct division inside the business.
What the QMS deal means for Nine
For advertisers and agencies, the acquisition adds QMS’ outdoor network to Nine’s existing portfolio, which includes television, publishing and streaming assets. Nine said the combined offer will support a “Sofa to Street” proposition linking audiences across home and outdoor environments.
The transaction also marks a further step in Nine’s broader business transformation, as the company looks to build a more digitally led media operation.
QMS to remain a separate division
From 1 April, QMS’ 300 staff across Australia and New Zealand formally join the Nine Group. The business will continue to run as a separate division under John O’Neill, CEO of QMS, who will report to Matt Stanton, Nine Group CEO.
Nine said existing relationships, commercial arrangements and service levels will remain unchanged while the two companies complete their integrated go-to-market strategy.
Stanton said: “When we set about accelerating the transformation of our business, we saw an opportunity to bring to the market something unique; a diversified and digital media network that meets audiences where they are.”
He said the growth of the out of home sector, along with QMS’ digital outdoor assets and market position, made the acquisition a significant opportunity for Nine and its commercial partners.
O’Neill said: “The combination of Nine and QMS positions us to deliver more data-driven, innovative solutions at scale, while also creating fantastic new opportunities for our people as part of a larger, more connected media ecosystem.”
He said the acquisition marked a new chapter for QMS as part of the broader Nine business.
Integrated advertising offer to come
Further details about the combined Nine and QMS commercial proposition are expected to be announced in coming weeks. Until then, both companies said day-to-day arrangements for clients and partners will continue as normal.
Top image: John O’Neill & Matt Stanton