Supermarket advertising
Asda, Sainsbury's & Morrisons Live
The UK’s #1 digital supermarket network
Reach shoppers at the point of purchase with the UK’s leading Digital Out of Home supermarket network of 1,500 screens, spanning Asda, Sainsbury’s and Morrisons.
Grocery shopping is part of everyday behaviour. With over 85% of total sales happening in-store, supermarkets remain a dominant, high-frequency environment - one of the most common places for people to be after home and commuting.
Our network delivers an impressive 20% fortnightly reach of UK adults. This scale combined with proximity to purchase give brands a powerful real-world presence. While online shopping is convenient and task-driven, in-store shopping is more of an experience, more exploratory, more open, and the opportunity to influence is much greater.
Source: Route 58, ONS
Supermarket advertising works
Supermarkets are a cornerstone of shopper marketing in the UK, offering unmatched access to consumers in a real-world, decision-making mindset. This creates a powerful opportunity for point of purchase advertising to influence decisions before they’re finalised.
Supermarket store behaviour (vs online):
Source: Toluna supermarket study 2023
In collaboration with industry experts Shoppercentric, our research series, To buy...or not to buy defines the role of Out of Home advertising in influencing in-store purchase decisions. The research proves that shoppers exposed to supermarket DOOH screens are more likely to pay attention to the advertised brand on the shelf, spot the brand faster, and are more likely to choose it.
Source: Shoppercentric supermarket research 2023
A national supermarket DOOH network at scale
Our leading supermarket DOOH network of over 1,500 digital screens are positioned at key entry points across Asda, Sainsbury’s and Morrisons, capturing shoppers at the start of their shopping journey, when decisions are still being made. With most shoppers open to influence, this is a moment where brands can genuinely shift behaviour.
With full-motion video formats across Asda Live, Sainsbury’s Live and Morrisons Live, campaigns are built for impact, combining strong visibility with the flexibility and efficiency of digital Out of Home. Integrated into a broader strategy, our supermarket network delivers a contextual, high-attention environment that connects brands with shoppers at the point it matters most.
Attention & Intention:
Drive brand growth and basket spend
Our screens sit at eye level at store entrances across Asda, Sainsbury’s and Morrisons. Supermarket entrances are one of the few environments that deliver consistent, unavoidable reach - every shopper passes by them.
This is a critical moment:
- Before aisle decisons are made
- Before brand choices are locked in
- When shoppers are most open to influence
Our network plays a clear role within a broader retail media supermarket strategy. Before shoppers reach the aisle, there’s an opportunity to shape what ends up in the basket. From reinforcing choice by priming shoppers already on a mission, to disrupting it - introducing new products, categories or offers that change their path entirely. All at the point closest to purchase.
Find your sweet spot
Advertisers can plan Supermarket DOOH in three simple ways. Each approach gives you a different way to connect with shoppers and tailor your campaign.
By supermarket
From younger, family-focused Asda shoppers, to more affluent Sainsbury’s customers, to higher-spending Morrisons audiences. Choose the environment that best aligns with your product, positioning or retail partner.
By geography
Our network spans the UK, with coverage beyond London across all major regions. Plan nationally, or focus on key cities to support distribution, launches or local campaigns, easily aligned with wider media plans like TV.
By audience
Using our AdAstra planning tool, you can build campaigns around real audience behaviours - from where people shop and what they buy, to how they browse and use apps. It’s a smarter way to reach yout audiences.
This is Morrisons Live
Morrisons Live is Bauer Media Outdoor’s newest addition to our supermarket network, extending the national footprint even further. Watch the video below for a flavour of its potential.
Our supermarkets
If you want to explore a specific supermarket network in more detail, you can dive into Asda Live, Sainsbury’s Live and Morrisons Live below. Each offers a unique environment, audience and opportunity, helping you choose the right fit for your campaign.
Asda Live
Sainsbury's Live
Morrisons Live
Sold on supermarkets?
Talk to one of our experienced sales representatives to discuss whether supermarket advertising or Out of Home is right for your business. Please give us a call or fill in our form and we will get back to you shortly.
Supermarket advertising FAQs
Supermarket DOOH (Digital Out of Home) advertising uses full-motion digital screens in supermarket environments, at store entrances, to reach shoppers in real time at the point of purchase.
In-store shoppers are more open to influence, morelikely to browse, and more likely to switch brands compared to online shoppers,who tend to be more task-focused.
Supermarkets are one of the most visited environments in the UK, with the majority of grocery sales still happening in-store, offering advertisers scalable national reach. Bauer Media Outdoor's Supermarket DOOH network delivers 20% fortnightly adults reach.
Screens are placed in high-impact locations at store entrances, ensuring maximum visibility and guaranteed shopper exposure. Our sainsbury’s Live Instore sceens are located in the power isles of Sainsbury’s supermarkets.
Supermarket DOOH performs a dual role: it influences decisions at the point of purchase, while also building brand awareness among all potential shoppers in that environment. Within a broader media strategy, it complements wider DOOH and retail media channels by adding contextual relevance and proximity to purchase, with high-attention formats that help drive action.