QMS Signs Seven Launch Brands for SHOP Retail OOH Network in Australia
2026-10-19 · via DailyDOOH
QMS has signed its first group of advertisers for SHOP, a retail out-of-home network built by combining two existing digital screen chains in Australia. The company says Ford, Pilpel, Cbus, MYOB, GWM, Health Partners and Carbon Savers have signed on as launch partners.
For anyone operating retail screen networks, the move is a reminder of where the commercial pressure in DOOH is heading: consolidation of smaller networks into a single sellable inventory pool, pitched to brands as national reach with local relevance.
What SHOP actually is
According to QMS, SHOP unifies more than 1,300 digital screens by bringing together Metcash's "LocalEyes" network, which covers more than 860 screens across IGA, Cellarbrations, The Bottle-O, Thirsty Camel, Mitre 10, Home Hardware and Total Tools, with The Convenience Network's 470 screens. QMS describes the combined network as 100% full-motion and says it reaches more than 70% of Australians who live within three kilometres of a SHOP retailer, with coverage extending into more than 400 regional locations.
QMS Chief Sales Officer Tim Murphy said the response from advertisers since the network's launch at the Nine Upfront has been strong, and that SHOP gives brands "the scale of a national DOOH buy, delivered with the intimacy of the 'Local Trust Halo' of retail OOH."
The company claims SHOP generates more than 16 million monthly impressions, citing Nielsen CMV Survey 4 2026 data, along with Metcash transaction and shopper intelligence data from 2025. The announcement does not break out impression or screen counts by individual retail chain, nor does it specify screen hardware, player technology or the CMS running the network.
What it means for operators
QMS is positioning SHOP as offering "dynamic creative capability" and "closed-loop sales attribution," letting advertisers track purchases back to screen exposure. No detail is given on how that attribution is measured or which partners supply the data beyond the Metcash transaction sources cited.
The launch partner list mixes endemic categories, such as Pilpel's FMCG products sold in the same stores carrying the screens, with non-endemic brands like Ford, Cbus and MYOB, which are buying into retail foot traffic rather than point-of-sale relevance. QMS frames this as proof the network can drive both immediate conversion and broader brand building.
The announcement also references "exclusive 2027 commercial packages," tied to the wider Nine group's audience and data assets, though pricing, availability and whether SHOP inventory will be sold programmatically or direct are not detailed.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
QMS Reveal Partners For It’s SHOP Network
Leading digital outdoor media company QMS has announced the first wave of major brand partners across its new Retail Out of Home network, SHOP – the ultimate destination where brands meet local shoppers at scale.
QMS Chief Sales Officer, Tim Murphy told us “The response to SHOP from advertisers has been incredible. Following our launch at the Nine Upfront, brands recognise the immediate opportunity to connect with active household decision-makers in high-frequency, trusted environments right at the point of decision. By bringing together over 1,300 digital screens into a unified, 100% full-motion network, SHOP completes the commercial continuum for brands by enabling a connected, contextual shopper journey. It gives advertisers the scale of a national DOOH buy, delivered with the intimacy of the ‘Local Trust Halo’ of retail OOH. Whether a customer is picking up dinner ingredients at IGA, planning a weekend project at Mitre 10, or grabbing a morning coffee on the go, SHOP is where the power of local audiences can be unlocked. We are thrilled to welcome Ford, Pilpel, Cbus, MYOB, GWM, Health Partners, and Carbon Savers as our foundation partners as we reimagine Retail OOH.”
Automotive leader Ford and local FMCG brand Pilpel will feature alongside industry super fund Cbus, business management platform MYOB, GWM, Health Partners, and Carbon Savers, who have all signed as launch partners across the 100% digital, retail OOH network.
Generating more than 16 million monthly impressions*, SHOP unites two distinct retail environments. The Metcash “LocalEyes” network features 860+ screens across IGA, Cellarbrations, The Bottle-O, Thirsty Camel, Mitre 10, Home Hardware, and Total Tools, complementing The Convenience Network’s 470 screens.
Offering full-motion digital flexibility, dynamic creative capability, and advanced closed-loop sales attribution, SHOP gives brands the unprecedented ability to track, influence, and drive conversions seamlessly from the sofa, to the street, and directly into store.
The launch partners represent a strategic mix of endemic brands to drive immediate point-of-purchase conversion at the store threshold, and non-endemic brands who are tapping into qualified local audiences within high-trust, highly receptive community environments. Across both categories, partners will benefit from the proven dual effect of Digital OOH, driving immediate, short-term sales whilst building long-term brand equity.
With more than 70% of Australians living within three kilometres of a SHOP retailer, the network offers unrivalled proximity. Its expansive coverage reaches deep into metro audiences while extending across more than 400 regional locations in Australia. Backed by QMS’ exclusive 2027 commercial packages, the fully active network allows advertisers to capitalise on the audience power and data ecosystem of the wider Nine group.
- Source – Nielsen CMV, Survey 4 2026 ^Metcash Transaction 2025 Data, IBA Shopper Intelligence, Summit Transaction Data 2025
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