Nine 2027 Upfront: QMS launches SHOP retail out-of-home network – QMS has announced SHOP, a new digital out-of-home network positioned at the entrance to retail locations around Australia.
The retail-media announcement was made at Nine’s 2027 Upfront and expands the company’s Sofa to Street proposition into the store. It is a commercial initiative rather than a programming announcement, but it is part of the wider Nine group’s plan to link advertising around television and streaming with physical retail environments.
More than 1,300 locations
QMS says SHOP will generate more than 16 million weekly impressions across more than 1,300 metro and regional locations. The network includes more than 860 screens in the Metcash LocalEyes network, spanning IGA, Cellarbrations, The Bottle-O, Thirsty Camel, Mitre 10, Home Hardware and Total Tools.
It also includes 470 screens at the entrances to 7-Eleven stores nationally. QMS says more than 70 per cent of Australians live within three kilometres of a SHOP retailer, while the footprint reaches more than 400 regional locations.
Point-of-purchase screens
The screens are intended to meet shoppers at the point of decision, allowing brands to connect broad campaigns with immediate in-store activity. QMS says the network can work for endemic retail brands as well as non-endemic brands seeking local audiences in high-frequency environments.
QMS chief sales officer Tim Murphy said SHOP was the realisation of the company’s Sofa to Store ambition. The group’s 2027 packages are designed to connect the wider Nine audience and data ecosystem to retail locations.
For more TV Central Channel 9 news, head here. Learn more about Nine at Nine.
Meanwhile, the 2027 plan puts local content and platform investment at the centre of Nine’s wider offering. As a result, the announcement gives audiences a clearer view of how the group plans to connect television, streaming and related media. In addition, Nine says it will roll out the new initiatives nationally. Ultimately, the strategy is intended to support its 2027 audience and content plans.
