Qms Media

What Qms Media does

QMS Media is an Australian digital out-of-home (DOOH) media owner that sells premium advertising inventory across a 96% digital national portfolio spanning national large-format billboards (reaching 94% of Australians), an exclusive City of Sydney street furniture network (600 digital screens reaching 3.9M Sydneysiders over 4 weeks), Gold Coast street furniture, the exclusive Canberra Airport network, and The Convenience Network at 7-Eleven stores (470+ panels, 7.5M weekly reach). The company also operates QMS NZ, a regional OOH platform combining street furniture, transit, billboards, and airport media across New Zealand.

The technology stack is built around three proprietary platforms. Q-DATA is the data and insights layer integrating DSpark mobility data and the MOVE audience measurement system (co-owned with oOh!media and JCDecaux). Q-TECH is the programmatic DOOH trading platform with partnerships including Vistar Media, supporting real-time activation, time-of-day optimization, and environmental triggers. Q-CREATIVE (branded QUBE) is the in-house creative team that produces 3DOOH anamorphic-illusion full-motion campaigns. Supporting tools include Performance+, Australia's first audience-based post-campaign analysis tool, and integrations with Samba TV (DOOH/TV), Hemisphere, and Amplified Intelligence.

QMS generates revenue by selling DOOH advertising space directly to media agencies and brands through an internal sales team (Group Business Directors, Senior Account Managers, Account Coordinators) and programmatically through Q-TECH and Vistar Media. Pricing is custom-built per campaign, varying by network, screen count, duration, and creative format (standard DOOH, 3DOOH, dynamic), under multi-year contracts. The customer base spans at least ten industry verticals including banking, automotive, entertainment, luxury, insurance, retail, beverage, travel, consumer goods, and not-for-profit. Since April 2026, QMS has operated as a wholly-owned subsidiary of Nine Entertainment Co. following an A$850M acquisition, functioning as a distinct division within the Nine Group.

Name

Qms Media

Legal name

QMS Media Pty Ltd

Website

https://qmsmedia.com

Company type

Private

Founded year

2014

Operating status

Acquired

Headcount range

251–500 employees

Short description

QMS Media is an Australian digital out-of-home (DOOH) media owner selling premium advertising inventory across a 96% digital national network — billboards, City of Sydney street furniture, airport, and 7-Eleven panels — to media agencies and brands, now operating as a division of Nine Entertainment.

Ownership category

akta.pro rank

Product category

Digital Out-of-Home Advertising

NAICS

Indoor and Outdoor Display Advertising (54185), Advertising Agencies (54181), Media Buying Agencies (54183)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)

akta.pro secondary industries

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Place-Based / Retail Media Networks (In-Store Screens, Malls) (MPAAAKAE)

Keywords

• Digital out-of-home advertising
• Outdoor media networks
• Programmatic DOOH
• Digital billboard advertising
• Retail media networks

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. DOOH Advertising Sales: QMS operates as a digital outdoor media owner selling advertising space across its national network of digital billboards, street furniture, airport media, and retail networks. Revenue is generated through direct sales to agencies and brands, as well as programmatic DOOH transactions. The company offers various advertising formats including standard DOOH, 3DOOH full motion creative, and dynamic content.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

QMS Media sells advertising space on its owned-and-operated Digital Out-of-Home (DOOH) network across Australia and New Zealand, encompassing national large-format digital billboards, exclusive City of Sydney and Gold Coast street furniture contracts, the 7-Eleven Convenience Network (470+ panels), and exclusive Canberra Airport media. The company monetises this inventory through direct sales to agencies and brands and through programmatic DOOH, supported by proprietary Q-DATA audience measurement, Q-TECH programmatic infrastructure, Q-CREATIVE in-house creative, 3DOOH anamorphic creative, and Performance+ post-campaign analytics.

Differentiator

Problem solved

Functional benefit

Brands

• Q-Data: Data, insights and research platform offering campaign planning and audience measurement tools including MOVE Coach
• Q-Tech
• Q-Creative
• Q-Cares
• QUBE
• The Convenience Network
• MOVE
• Winter Games Network

Products and services

• National Large Format Billboards National portfolio of digital large-format billboards reaching 94% of Australians nationally and 98% of metro Australians over a four-week period. Offered to media agencies and brand advertisers for premium DOOH campaigns.
• City of Sydney Digital Street Furniture Network Exclusive digital street furniture contract across 33 of Sydney's most powerful suburbs, reaching 3.9 million Sydneysiders over a four-week period. Supports programmatic activation, dynamic content, and 3DOOH creative executions for agencies and brands.
• Gold Coast Street Furniture Network Exclusive 100% street furniture contract across the Gold Coast, providing advertisers with strategic reach across one of Australia's fastest-growing cities for both local and visitor audiences.
• The Convenience Network (7-Eleven) Digital retail media network across 470+ panels at 7-Eleven stores nationwide, reaching 7.5 million Australians each week with 14 million living within 3km of a store. Supports full motion video, 3DOOH, and dynamic advertising capabilities.
• Canberra Airport Exclusive Network Exclusive DOOH advertising network at Canberra Airport connecting brands with premium audiences in a high-traffic airport environment, used for campaigns such as Visa, Allianz, and DLF/VisitQLD.
• LocalEyes Retail Media Network Representation Representation agreement for Metcash's LocalEyes independent retail media network across Australia, enabling advertisers to reach audiences in IGA, Mitre10, Cellarbrations, Bottle O, Home Hardware, and Total Tools locations through 860 initial digital screens.
• Q-DATA Data and Insights Platform Proprietary data, insights, and research platform providing campaign planning, research & insights, and MOVE Coach audience measurement tools. Leverages DSpark mobility data and integrates Samba TV first-party TV viewership data for cross-channel planning.
• Q-TECH Programmatic DOOH Platform Proprietary technology platform enabling programmatic DOOH trading, verification and accountability, and dynamic content management across QMS' digital network. Supports real-time campaign activation and audience-behaviour triggers.
• Q-CREATIVE (QUBE) In-House Creative Services In-house creative services team producing bespoke 3DOOH full-motion campaigns and DOOH creative executions for brand advertisers and agencies across the QMS network.
• 3DOOH Creative Product Anamorphic illusion creative technique bringing campaigns to life with 3D visual effects. First-to-market in Australia with multi-site and multi-market execution capability, achieving 62% higher brain response versus standard DOOH creative.
• Performance+ Post-Campaign Analysis Tool First audience-based post-campaign analysis tool in the Australian OOH industry, providing guaranteed audience metrics and connecting multiple data systems including DSpark mobility data for real-time audience insights.
• MOVE Audience Measurement System Industry-standard OOH audience measurement system co-owned by QMS, oOh!media, and JCDecaux, layering mobility and behavioural data to provide sharper audience insights across the Australian market.
• Programmatic DOOH Trading (via Vistar Media) Programmatic DOOH access to QMS inventory through Vistar Media, enabling real-time, automated trading of digital outdoor advertising with dynamic pricing, time-of-day optimisation, and audience-behaviour triggers.
• Winter Games Network (Milano Cortina 2026) Olympic and Paralympic-themed DOOH advertising network for the Milano Cortina 2026 Winter Games, offering advertisers an exclusive environment to reach Australian audiences during the Games, with breaking-news creative capabilities.

Quantifiable outcome

• 98% reach of metro Australians over 4 weeks
• +7 more outcomes

Named customers37 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature7 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Metcash (LocalEyes)coreStrategic or Co-development Partner · 22 June 2026QMS secured partnership with Metcash to represent its 'LocalEyes' independent retail media network from September 2026. The agreement includes initial 860 digital screens across Metcash's food, liquor and hardware pillars including IGA, Mitre10, Cellarbrations, Bottle O, Home Hardware, Total Tools. Network expandable to over 3,000 retail locations.
• Vistar MediacoreTechnology or IntegrationPartnership for programmatic DOOH capabilities. Vistar Media provides the programmatic platform enabling supply and demand collaboration in DOOH trading, allowing programmatic access to QMS inventory.
• Amplified IntelligenceminorStrategic or Co-development PartnerPartnership for attention measurement research. QMS partnered with Amplified Intelligence on quality-focused attention measurement studies, finding that 90% of tested sites achieved over 2.5 seconds of active attention.
• Samba TVcoreStrategic or Co-development PartnerAustralian-first partnership enabling advertisers to extend TV campaigns with DOOH. QMS leverages Samba TV's first-party TV viewership and ad exposure data at granular postcode level, integrated into Q-DATA platform to select DOOH inventory extending TV reach.
• BinanceminorGTM or Marketing PartnerQMS NZ partnered with Binance to deliver the first Programmatic DOOH campaign in New Zealand featuring live Bitcoin pricing data across Auckland digital network. Campaign synchronized across large format billboards, street furniture, and transit environments.
• Allianz Australia / Football AustraliaminorGTM or Marketing PartnerPartnership to deliver 3DOOH Full Motion campaign for Allianz's 'Care never gives up' campaign featuring Australian CommBank Socceroos. QUBE creative team directed original content shoot at Allianz Stadium.
• Vicinity CentrescoreStrategic or Co-development PartnerExpanded partnership adding Emporium Melbourne to QMS network. The partnership includes two high-profile sites at Emporium Melbourne featuring new 455 square metre digital screen, 100% full motion and 3DOOH enabled.
• Commercial Communications Council (the Comms Council)minorGTM or Marketing PartnerQMS NZ became major sponsor of the prestigious Beacon Awards as part of partnership with Comms Council, Aotearoa's peak industry body. Also supporting AXIS Speaks thought leadership event.
• GreenPowerminorOthersSustainability partnership. All QMS controlled sites use 100% certified GreenPower from national energy retailers via carbon offsets and green certificates.
• Climate OneminorOthersClimate One Partner supporting QMS sustainability initiatives and climate action commitments.
• AD NET ZEROminorOthersAD NET ZERO Foundation Partner. QMS supports the advertising industry's commitment to net zero carbon emissions.
• Outdoor Media AssociationminorOthersOMA ESG Committee Member. QMS participates in industry sustainability initiatives through Outdoor Media Association.
• oOh!mediacoreStrategic or Co-development PartnerOne of three MOVE shareholders (along with JCDecaux and QMS). MOVE is the new OOH audience measurement system launched as the sole industry standard in Australia starting March 2026.
• JCDecauxcoreStrategic or Co-development PartnerOne of three MOVE shareholders (along with oOh!media and QMS). MOVE is the new OOH audience measurement system launched as the sole industry standard in Australia starting March 2026.
• Robert Connor Dawes FoundationminorOthersLong-time not-for-profit partner since foundation inception 12 years ago. QMS provides outdoor media support and participates in Connor's Run community fundraising event.
• Vision AustraliaminorOthersMulti-year partnership supporting Carols by Candlelight. QMS showcases campaigns across digital large format and 7-Eleven networks to raise awareness, boost ticket sales, and encourage donations.
• SBSminorStrategic or Co-development PartnerPartnership with SBS delivering a world-class Inclusion Program with training designed to support inclusivity and meet needs of employees and communities served.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Outfront Media: US-based outdoor media company with a portfolio spanning billboards, transit, and mobile advertising. Broad incumbent comparable to QMS in operating large-format digital and static outdoor assets, though primarily US-focused and serving a different geography.
• Clear Channel Outdoor Holdings: Global outdoor advertising company operating billboards, street furniture, transit, and airport media across the Americas, Europe, and Asia-Pacific. Broad incumbent comparable to QMS in owning and monetizing OOH inventory but with a much larger global footprint and broader format portfolio.
• Lamar Advertising: One of the largest US outdoor advertising operators, with a national portfolio of billboards, logos, and transit advertising. Broad incumbent comparable to QMS in business model (DOOH media owner) but operating at much larger US scale with broader format mix.
• Ströer SE: Germany-headquartered outdoor advertising and digital out-of-home operator with a large European footprint across street furniture, billboards, and transit. Broad incumbent comparable to QMS in operating premium urban DOOH at scale, but serving European rather than APAC markets.

Emerging players

• Hivestack: Programmatic digital out-of-home advertising supply-side platform that enables automated buying and selling of DOOH inventory globally. Emerging player with overlapping technology focus to QMS' Q-TECH/Vistar programmatic stack, but operating as an SSP rather than a media owner.
• Place Exchange: Independent programmatic marketplace for out-of-home advertising connecting buyers to DOOH inventory via omnichannel DSP integrations. Emerging player addressing the same programmatic DOOH opportunity that QMS pursues through Q-TECH and its Vistar Media partnership.

Others

• Vistar Media: Programmatic DOOH ad serving and supply-side platform and a current technology partner of QMS. Adjacent ecosystem participant rather than direct competitor, but its technology stack competes for share of programmatic DOOH trading budgets that QMS also targets.

Direct peers

• oOh!media: Australia's largest outdoor and digital out-of-home media company operating billboards, street furniture, transit, and airport formats. Direct competitor to QMS across Australian DOOH and co-shareholder (with QMS and JCDecaux) of the MOVE audience measurement standard.
• JCDecaux: Global outdoor advertising leader with a substantial Australian presence including street furniture, airport, and transit formats. Direct competitor to QMS in Australian OOH and co-shareholder of MOVE; also operates APN Outdoor in Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/qms_media
• Facebookfacebook.com/qmsmedia
• LinkedInlinkedin.com/company/qms-media
• Instagraminstagram.com/qms_media

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Qms Media