The New Year will see a new approach to customer communications from Morrisons as it launches the first of its 300-strong network of digital screens, installed and operated by Bauer Media Outdoor (BMO).
Showcasing state-of-the-art Waferlite digital screens at store entrances, the new screens will provide advertisers with targeted access to grocery shoppers at a critical point in their purchase journey across the Morrisons estate.
Richard Bon, Managing Director at Bauer Media Outdoor, 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.”
This agreement represents a 7-year partnership between BMO and Morrisons, with the network offering programmatic buying capabilities and dynamic content delivery. The Waferlite screens are provided by Amscreen, a BMO company acquired in September 2025.
The digital network will be sold jointly by BMO and MMG, Morrisons’ full-service retail media agency, and represents a brand-new commercial proposition for the supermarket chain. For advertisers, the screens offer the ability to reach consumers at the moment of decision-making, when they are most receptive to brand messaging.
Reinforcing BMO’s position as the UK’s largest DOOH retail network, this new contract marks a significant expansion of its footprint alongside the established Adshel Live network. It strengthens the company’s ability to connect the shopper journey from streets to store, forming part of a powerful platform for brands to deliver both nationwide reach and meaningful retail impact.
Steve Newbould, Head of Commercial at Morrisons, 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.”
