Bauer Media Outdoor (BMO) has been awarded a contract to install and operate 300 Waferlite digital screens across Morrisons supermarkets in the UK. The rollout, scheduled to begin in the first quarter of 2026, is designed to expand BMO’s retail digital Out of Home (DOOH) portfolio and marks Morrisons’ first venture into DOOH advertising.
The Waferlite screens are intended to give advertisers targeted access to grocery shoppers at store entrances, offering programmatic buying capabilities and dynamic content delivery throughout the Morrisons estate.
The seven-year network partnership will be sold jointly by BMO and MMG, Morrisons’ full-service retail media agency. The screens are designed to reach consumers at critical decision points during their shopping journeys.
Richard Bon, managing director at Bauer Media Outdoor, said: “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.”
BMO says the rollout strengthens its position as the UK’s largest DOOH retail network and complements its existing Adshel Live network. The expansion aims to link the shopper journey from streets to stores, providing brands with nationwide reach and targeted retail impact.
Steve Newbould, head of commercial at Morrisons, added: “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.”
