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The OOH company will install and operate a network of DOOH screens across 300 Morrisons stores in the UK
Bauer Media Outdoor (BMO), a provider of out-of-home (OOH) advertising, has confirmed it has been awarded the contract to install and operate a network of 300 digital screens across Morrisons supermarkets throughout the UK.
The rollout will begin in Q1 of 2026, and according to BMO marks a “significant” expansion of the company’s retail OOH and digital out-of-home (DOOH) offerings.
The new deal is Morrisons first foray into DOOH advertising and reflects the growing number of digital screens appearing in retail and supermarket locations. The new screens will look to target shoppers at critical points of their shopping experience, including at store entrances.
Waterlite digital screens will be used for the rollout and will lead to a digital network sold jointly by BMO and MMG – Morrisons’ full-service retail media agency.
Richard Bon, managing director at Bauer Media Outdoor, says: "Securing this exciting new partnership with Morrisons represents another significant moment for the role of OOH 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."
Steve Newbould, head of Commercial at Morrisons, adds: “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.”
In January of this year, Bauer Media Group acquired Clear Channel Europe in a deal worth $625m (£512m) at the time of purchase. Since, the company has made a number of investments, and continued many of the community style initiatives conducted by Clear Channel Europe.
