Supermarket becomes sector pioneer with nationwide digital media move

Morrisons has become the first major UK supermarket to enter the out-of-home advertising sector, unveiling plans to introduce a nationwide network of digital screens across 300 stores. The initiative marks a significant expansion of the retailer’s commercial strategy, positioning its store estate as a platform for brands to reach millions of weekly shoppers. The digital transformation places Morrisons at the forefront of retail media innovation within the UK grocery sector.

The supermarket has partnered with Bauer Media Outdoor to deliver and operate the new digital network. Under a seven-year agreement, Bauer will manage installation, maintenance and advertising operations across the full estate. The rollout is scheduled to begin in early 2026, with screens positioned at store entrances to maximise visibility and customer engagement. This long-term contract underscores the scale and ambition of the project.

The screens will feature high-definition, retail-optimised technology designed to deliver dynamic, programmable advertising content. Morrisons says the placement at store entrances is a deliberate choice, giving brands the opportunity to influence shoppers at the start of their journey. With store footfall remaining strong nationwide, the retailer believes the screens will offer meaningful reach for advertisers seeking to connect with customers in real time.

For Morrisons, the move represents a major expansion of its media capabilities. Through its in-house Morrisons Media Group, the retailer already supports targeted promotional activity, but the introduction of digital screens brings a new dimension to its offering. The project is expected to strengthen relationships with FMCG suppliers and national advertisers by providing faster, more flexible campaign options.

Industry analysts view the decision as a significant milestone in the evolution of UK supermarket media. While grocers have long offered shelf-based promotions and loyalty-based insights, few have invested in large-scale digital out-of-home infrastructure. Morrisons’ entry into this space sets a precedent for competitors and reflects the broader commercial trend of retailers monetising physical space.

Bauer Media Outdoor has emphasised the potential of the partnership, noting that Morrisons’ nationwide footprint offers a premium environment for advertisers. The media operator plans to integrate advanced measurement tools and programmatic capabilities to ensure that campaigns can be targeted and adapted quickly. This technological approach aims to attract both national brands and regional advertisers seeking highly visible placements.

The introduction of a digital out-of-home network aligns with Morrisons’ wider digital transformation efforts. The supermarket has been expanding its use of technology across store operations and customer engagement, with investments designed to modernise the shopping experience. The new screens are expected to complement existing in-store communication channels while providing fresh opportunities for brand partnerships.

Observers note that the move will contribute to the growing momentum behind retail media as a revenue stream. Analysts expect the market to expand rapidly over the coming years as supermarkets leverage data, footfall and digital infrastructure to build media networks comparable to established advertising platforms. Morrisons’ early adoption gives it a strategic advantage as the sector develops.

Advertisers are expected to respond positively to the new opportunity, particularly those in fast-moving consumer goods categories. The ability to deliver timely, context-relevant messages at the store entrance offers a clear path to influencing purchasing behaviour. Retailers across the UK will be watching closely to assess the impact of the network as it begins operating.

With installations beginning next year, the digital screen initiative marks a transformative phase for Morrisons. As the first UK supermarket to enter the out-of-home advertising market at this scale, the retailer is setting a new benchmark for how grocers can expand beyond traditional sales models. The success of the rollout could shape the future of in-store media and influence long-term developments across the entire supermarket sector.