Bauer Media Outdoor secures Morrisons digital Out of Home contract across 300 stores

Bauer Media Outdoor (BMO), leading media owner in Out of Home (OOH) advertising, has been awarded a contract to install and operate a network of 300 digital screens across Morrisons supermarkets nationwide. The rollout, set to commence in Q1 2026, marks a significant expansion of BMO's retail digital Out of Home (DOOH) portfolio and represents Morrisons' first foray into DOOH advertising.

Showcasing state-of-the-art Waferlite digital screens at store entrances, the new screens will provide advertisers with targeted access to grocery shoppers at a critical point in their purchase journey across the Morrisons estate.

This represents a 7-year partnership between BMO and Morrisons, with the network offering programmatic buying capabilities and dynamic content delivery.

The digital network will be sold jointly by BMO and MMG, Morrisons'  full-service retail media agency, and represents a brand-new commercial proposition for the supermarket chain. For advertisers, the screens offer the ability to reach consumers at the moment of decision-making, when they are most receptive to brand messaging.

Reinforcing BMO’s position as the UK’s largest DOOH retail network, this new contract marks a significant expansion of its footprint alongside the established Adshel Live network. It strengthens the company’s ability to connect the shopper journey from streets to store, forming part of a powerful platform for brands to deliver both nationwide reach and meaningful retail impact.

Richard Bon, Managing Director at Bauer Media Outdoor, said:

"Securing this exciting new partnership with Morrisons represents another significant moment for the role of Out of Home in the wider UK retail media ecosystem. With perfectly positioned screens at store entrances nationwide, we're creating unmissable opportunities for brands to connect with millions of shoppers at the precise moment purchase decisions are being made."

 Steve Newbould, Head of Commercial at Morrisons, said:

 “We’re pleased to be offering even more media opportunities for our customers to connect with their favourite brands through the rollout of new digital screens at our supermarket entrances. This is just one of the many innovative advertising solutions available through MMG, designed to help brands reach shoppers in meaningful and effective ways.”