Morrisons connects with Bauer Media Outdoor UK for first move into digital out of home space
Bauer Media Outdoor UK has secured a new contract with UK grocery giant, Morrisons, with plans to install and operate 300 digital screens across its nationwide supermarket estate, rolling out from Q1 2026.
This marks a seven-year partnership and Morrisons’ first move into the digital out of home space.
In a LinkedIn post, Colin Horan, Strategic Partner, FMCG at Bauer Media Outdoor, said: “The network will feature our state-of-the-art Waferlite digital screens at store entrances, giving brands the opportunity to speak directly to shoppers at the most influential moment in their purchase journey.”
He added: "This reinforces our position as the UK’s largest DOOH retail network and represents a significant expansion of our footprint alongside the established Adshel Live network. It strengthens our ability to connect the shopper journey from streets to store, offering brands a powerful platform that delivers both nationwide reach and meaningful retail impact.”
“A big moment for our business, and an exciting one for the advertisers we work with.”
2025 RTIH INNOVATION AWARDS
Grocery retail was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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