Morrisons is teaming up with Bauer Media Outdoor (BMO) for its “first foray” into Digital Out-of-Home (DOOH) advertising.

The out of home advertising business has been awarded a contract to install and operate a network of 300 digital screens across Morrisons supermarkets nationwide. The rollout is set to launch in Q1 2026.

Using Waferlite digital screens at store entrances, the technology will provide advertisers with targeted access to grocery shoppers at a critical point in their purchase journey across the supermarket’s estate, according to the company.

The move represents a seven-year partnership between BMO and Morrisons, with the digital network being sold jointly by BMO and Morrisons Media Group (MMG).

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Morrisons head of commercial Steve Newbould 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.”

BMO managing director Richard Bon added: “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.”

Last week, John Lewis unveiled what it is calling a “premium” retail media proposition at its freshly-refurbed outlet in Dartford’s Bluewater shopping centre.

Earlier this year, Iceland also bolstered its retail media offering through a new partnership with marketing agency GIG Retail.