Nine Perth unveils market first ‘Sofa to Street’ integration with QMS
To simplify campaign execution and maximise advertiser ROI, Nine Perth has fully integrated the QMS out-of-home network into its commercial ecosystem, introducing a unified, multi-platform sales team.
This transformation creates Western Australia’s first true “Sofa to Street” ecosystem, consolidating Nine’s broadcast, premium video (Channel 9, 9Now, Stan, HBO Max), publishing (The Australian Financial Review, WAtoday, SMH, The Age, and Brisbane Times), audio (9Podcasts), and out-of-home assets (QMS) into a single commercial proposition. This market first structure aims to maximise working media spend directly into premium, brand-safe environments.
As part of the rollout, Nine has confirmed that QMS will formally rebrand to Nine Outdoor in January 2027, incorporating over 2,000 digital out-of-home sites nationwide alongside the 1,300 location ‘Shop’ retail network.
The expanded Nine Perth commercial offering includes several key upgrades:
• NineNeo Automated Trading Platform: Enables a “one platform, one brief, one buy” workflow powered by AI-driven planning and grounded in 22 million verified user IDs to reduce transactional friction
• Closed-Loop ROI & Data Attribution: Combines 9Tribes audience targeting with partners like CommBank iQ to deliver real-time sales uplift, footfall, and wallet-share attribution
• 365-Day Sports Powerhouse: Year-round live sporting events—including the 2027 Rugby World Cup, Netball World Cup, NRL, Tennis Grand Slams, Stan Sport English Premier League, UEFA football, and the 2027 Ashes
• Dominant Total TV & “Future News” Slate: Anchored by flagship programs (MAFS, The Block) and Nine’s local news investment
• Integrated Content-to-Commerce: The launch of ‘Shop Today’ alongside masthead commerce strategies converts daily editorial and broadcast engagement into trackable transactions
• Premium Stan Originals & Exclusive Slate: Blends Australian storytelling with major studio slates, with a layered premium advertising option available across the platform
“The WA market demands simplicity, scale, and clear effectiveness,” said Clive Bingwa, Managing Director of Nine Perth. “Integrating QMS into our Perth operations isn’t just about adding screens – it’s about fundamentally redefining how brands connect with West Australians throughout their day. By combining the power of Total TV, digital publishing, Audio, and Data with high impact out-of-home assets, we’ve eliminated unnecessary friction and created an unmatched proposition for local advertisers.”
Updated Nine Perth Commercial Leadership Structure:
• Managing Director and Director of Sales: Clive Bingwa
• Group Business Director: Noel Quick
• State Sales Manager QMS: Steve Betts
• Total Media Group Business Managers: Mitchell Dehnel, Isabella Wells, Robin Rapose (Direct), and Natalie Douglas (Regional)
• Client Solutions Lead for Powered: Jaimi-Lee Tatur
Housed under one roof on St Georges Terrace, this unified sales architecture positions Nine Perth to provide end to end media solutions across Nine’s entire ecosystem, giving local brands the scale, data, and creative tools required to drive business growth.
Pictured: Clive Bingwa, Steve Betts, Jaimi-Lee Tatur, Robin Rapose, Isabella Wells, Noel Quick, Mitchell Dehnel, Natalie Douglas.