Ben Willee, executive director, media and data, at Spinach, said there’s no doubt that TV and outdoor are a natural fit.
“Strategically there is enormous benefit for Nine to be able to promote their TV shows using outdoor,” he said.
“Both mediums live proudly at the top of the funnel where brands are built.
“The hard part is not the strategy, it’s the sales force. The trick for Nine Entertainment and QMS Media will be grabbing more share without turning the whole thing into a bureaucratic car park where salespeople spend more time in meetings and spreadsheets than actually selling.
“The real question is what is the Laundy family (the buyers of Nine premium radio assets) like as media owners?”
