Morrisons will roll out 300 digital entrance screens in a seven-year partnership with Bauer Media Outdoor, marking its first move into DOOH advertising. Launching in Q1 2026, the Waferlite screens offer dynamic, programmatic ads sold jointly by BMO and MMG. The network boosts supplier revenue, supports Morrisons’ digital transformation, and expands BMO’s retail footprint, creating new, high-impact media opportunities at key shopper moments.. (Image: Morrisons)
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Morrisons27 Novermber 2025 – Morrisons is making a major push into digital retail media with the rollout of 300 in-store digital advertising screens, marking its first entry into digital out-of-home (DOOH) advertising. The deployment is part of a seven-year partnership with Bauer Media Outdoor (BMO), one of the UK’s leading out-of-home media owners. The initiative will begin in Q1 2026, representing a significant step in both Morrisons’ commercial strategy and BMO’s expanding retail media footprint.
A New Digital Media Network Across Morrisons Stores
As part of the agreement, BMO will install, operate, and commercialize the digital screen network across Morrisons supermarkets nationwide. The screens will feature state-of-the-art Waferlite technology, positioned at or near store entrances to capture shopper attention at the most influential point in their purchase journey.
The screens will support dynamic content delivery and programmatic advertising, allowing brands to activate campaigns in real time and tailor messaging by location, time of day, or shopper patterns. Advertising inventory will be sold jointly by BMO and Morrisons Media Group (MMG), the supermarket’s in-house retail media agency.
For Morrisons, the network offers a new commercial proposition aimed at boosting supplier-funded revenue and enhancing brand engagement opportunities. For advertisers, it represents a powerful way to reach millions of weekly shoppers at the moment they are most receptive to brand messaging.
Strengthening BMO’s Leadership in Retail DOOH
This partnership significantly expands BMO’s DOOH retail portfolio, reinforcing its position as the UK’s largest digital out-of-home retail network. The new Morrisons contract will complement its established Adshel Live network, enabling brands to connect the shopper journey from “streets to store” with a seamless, high-impact platform.
Richard Bon, Managing Director at Bauer Media Outdoor, described the collaboration as “another significant moment for the role of Out of Home in the wider UK retail media ecosystem,” highlighting how the entrance screens create “unmissable opportunities for brands to connect with millions of shoppers at the precise moment purchase decisions are being made.”
A Key Move in Morrisons’ Digital Transformation
The DOOH rollout follows Morrisons’ broader digital modernization efforts, including the adoption of AI-powered category management tools, major upgrades to its data infrastructure, and a store-wide shift toward electronic shelf labels and data-driven merchandising.
Senior insiders believe Morrisons’ improved data capabilities—including its recent implementation of the More Viu AI platform—will make digital screens more effective and insightful for suppliers, offering granular analytics and more accountable advertising performance.
Steve Newbould, Head of Commercial at Morrisons, emphasized the customer and brand benefits:
“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.”
A Commercial Boost During a Strategic Turnaround
The launch comes as Morrisons increases focus on commercial income under its ongoing turnaround strategy. The digital network provides a scalable way for the supermarket to expand retail media revenue while modernizing its in-store experience.
The move also follows previous tensions with suppliers over accelerated marketing spend, making the new offering a structured, long-term avenue for partners to invest in visibility and influence at scale.
What’s Next
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Installation of all 300 screens begins early 2026.
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Programmatic advertising options will go live shortly after deployment.
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MMG and BMO will jointly manage retail media packages.
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Performance data will be supported by Morrisons’ upgraded AI and analytics capabilities.
Source: Morrisons
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