Bauer Media Outdoor wins Morrisons contract for 300 digital screens

Bauer Media Outdoor has secured a contract to install and operate a network of 300 digital screens across Morrisons supermarkets nationwide, marking the retailer’s first move into digital Out of Home advertising. The rollout, scheduled to begin in Q1 2026, represents a major expansion of BMO’s retail DOOH portfolio and strengthens its position as a leading media owner in the channel.

The partnership spans seven years and will introduce Waferlite digital screens placed at store entrances, giving advertisers targeted access to shoppers at a critical point in their purchase journey. The screens will support programmatic buying and dynamic content delivery, offering brands new opportunities to reach consumers at the moment decisions are made.

Richard Bon, managing director, Bauer Media Outdoor: "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."

Partnership Expands BMO’s Retail DOOH Footprint

The network reinforces BMO’s status as the UK’s largest DOOH retail provider, complementing its established Adshel Live network. The combined offer strengthens the company’s ability to connect touchpoints from streets to store, giving advertisers a cohesive platform for nationwide reach and meaningful retail impact.

For Morrisons, the venture forms part of a broader commercial proposition developed through MMG, opening additional media opportunities within its estate. The screens will allow brands to deliver relevant messaging to customers as they enter stores, enhancing the supermarket's retail media capabilities.

Steve Newbould, head of commercial, Morrisons: "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."

www.bauermedia.com

www.morrisons.com

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