Supermarket chain Morrisons has announced a major technological upgrade, revealing plans to install large digital screens at the entrances of 300 stores across the UK.
A First for the Supermarket
This initiative marks a significant first for Morrisons, representing its debut into the world of digital out-of-home (DOOH) advertising. The rollout is the result of a new, long-term partnership with Bauer Media Outdoors (BMO).
The companies have secured a seven-year contract to install and operate a network of hundreds of state-of-the-art Waferlite digital screens. The installation process is scheduled to commence in the first three months of 2026.
Connecting with Shoppers at the Decisive Moment
The strategic placement of these screens at store entrances is designed to provide advertisers with targeted access to millions of grocery shoppers. This captures consumers at a critical point in their journey, just as they are about to make purchase decisions.
Richard Bon, Managing Director at Bauer Media Outdoors, emphasised the value of this partnership. He stated that it creates "unmissable opportunities for brands to connect with millions of shoppers at the precise moment purchase decisions are being made."
A New Commercial Proposition
The new digital advertising network will be sold jointly by BMO and MMG, which is Morrisons' own full-service retail media agency. This move represents a brand-new commercial venture for the supermarket giant.
Steve Newbould, Head of Commercial at Morrisons, commented on the development, saying, "We’re pleased to be offering even more media opportunities for our customers to connect with their favourite brands... This is just one of the many innovative advertising solutions available."
For advertisers, this network offers a powerful tool to reach a captive audience when they are most receptive to brand messaging, effectively turning the supermarket doorway into a prime advertising space.
