Morrisons Enters DOOH Advertising with BMO Partnership
Morrisons has announced a major collaboration with Bauer Media Outdoor (BMO) to launch its first-ever venture into Digital Out-of-Home (DOOH) advertising. This strategic move will see the installation of a nationwide network of digital screens across Morrisons’ supermarket locations, marking a significant step in the retailer’s marketing evolution.
The newly signed seven-year agreement empowers BMO to install and manage 300 digital screens at the entrances of Morrisons stores throughout the UK. The rollout is scheduled to begin in the first quarter of 2026, bringing a new level of customer engagement and brand visibility to one of the nation’s largest grocery chains.
Cutting-Edge Waferlite Screens to Enhance Shopper Engagement
The digital screens will utilize Waferlite technology, positioned strategically at store entrances. These screens are designed to target customers at a crucial point in their shopping journey — just before they enter the store. According to the companies, this placement offers advertisers an unparalleled opportunity to influence purchasing decisions in real-time.
Steve Newbould, Morrisons’ Head of Commercial, expressed enthusiasm about the initiative. “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,” he stated. “This is just one of the many innovative advertising solutions available through Morrisons Media Group (MMG), designed to help brands reach shoppers in meaningful and effective ways.”
Joint Sales Strategy by BMO and MMG
The digital advertising inventory will be co-sold by BMO and Morrisons’ in-house media team, MMG. This approach aims to combine BMO’s extensive out-of-home advertising expertise with MMG’s deep understanding of retail consumer behavior and in-store dynamics.
Richard Bon, Managing Director at BMO, emphasized the strategic importance of the partnership. “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,” he said. “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.”
Retail Media on the Rise Across the UK
The Morrisons-BMO partnership is the latest example of UK retailers embracing retail media to enhance customer engagement and monetize foot traffic. Last week, John Lewis introduced a new premium retail media proposition at its redesigned Bluewater outlet in Dartford. Similarly, earlier this year Iceland expanded its retail media capabilities through a collaboration with marketing firm GIG Retail.
This trend reflects the rapid evolution of retail media as an essential component of modern marketing strategies. With more retailers turning their physical spaces into dynamic advertising platforms, the landscape is shifting toward more integrated, tech-driven campaigns that align closely with consumer behavior.
Strategic Implications for Brands and Advertisers
For brands, the new DOOH network at Morrisons offers a unique chance to engage a high-intent audience in real-time. As consumers enter the store, they are exposed to targeted messages that can directly influence their shopping decisions. This level of contextual relevance is a key advantage of DOOH advertising, setting it apart from traditional media formats.
Moreover, the partnership underscores the growing importance of data and analytics in retail advertising. With the ability to track and optimize campaigns based on shopper behavior and engagement metrics, brands can achieve more efficient and effective outcomes.
A New Era for Retail Advertising
As Morrisons embarks on its digital advertising journey, the collaboration with BMO sets the stage for a new era in retail marketing. By combining physical retail presence with digital innovation, the supermarket chain is positioning itself at the forefront of consumer engagement strategies.
With the rollout set for early 2026, both companies are preparing to deliver a scalable and impactful advertising solution that benefits shoppers, brands, and the broader retail ecosystem.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.