Bauer secures long-term role in major retail media expansion

Bauer Media Outdoor has secured a seven-year contract to operate Morrisons’ new digital screen network, marking a significant development in the UK retail media landscape. The partnership follows Morrisons’ decision to introduce its first-ever digital advertising screens across 300 supermarket sites, creating a nationwide platform for brands to engage shoppers at store entrances. The long-term agreement positions Bauer Media Outdoor at the centre of one of the country’s most ambitious retail-media rollouts.

Under the contract, Bauer Media Outdoor will install, manage and sell advertising across the digital network, supporting Morrisons as it expands its in-store marketing capabilities. The screens will feature high-definition, retail-optimised display units designed to deliver impactful campaigns from national and local brands. Installation is expected to begin in early 2026, with the full network set to go live in phases.

The partnership builds on Bauer’s growing presence in digital out-of-home media, reinforcing its strategy of securing premium locations within high-footfall environments. Morrisons stores attract millions of weekly visits, offering advertisers a valuable opportunity to reach customers at a key decision-making moment. Bauer’s operational role will include overseeing programmatic trading options and ensuring smooth delivery of campaigns across the national estate.

Morrisons has described the digital network as a major enhancement to its commercial offering. Through Morrisons Media Group, the retailer has been expanding its capability to provide targeted advertising solutions, and the introduction of dynamic screens marks a new phase in its retail-media strategy. The supermarket aims to offer brands greater flexibility, faster campaign turnaround and improved audience visibility.

The decision to appoint Bauer Media Outdoor reflects confidence in the company’s experience in managing large-scale digital networks. Bauer’s teams will work closely with Morrisons Media Group to develop content strategies, manage operational performance and maintain high technical standards across all 300 locations. Industry analysts view the tie-up as a strong combination of retail scale and media expertise.

For advertisers, the partnership signals expanding opportunities within supermarkets, which have become increasingly important platforms in the UK’s digital out-of-home sector. With audiences continuing to shift between physical and digital environments, brands are seeking ways to engage consumers throughout the shopping journey. The Morrisons network is expected to attract both national advertisers and FMCG brands aiming to influence purchase behaviour.

Retail analysts note that supermarkets are accelerating investment in digital media as part of a broader commercial shift. By monetising store real estate and combining it with customer insights, retailers are creating new revenue streams that complement traditional sales. Bauer’s involvement in the Morrisons project suggests that media operators are increasingly competing for retail partnerships that offer long-term strategic value.

Bauer Media Outdoor has emphasised that the network will be built to accommodate future technological upgrades. This includes options for interactive formats, refined audience measurement tools and enhanced programmatic capabilities. The company views the seven-year contract as an opportunity to develop a flagship retail-media network that can evolve with advances in digital advertising.

Morrisons’ decision aligns with rising demand for flexible, dynamic advertising solutions capable of adapting to seasonal campaigns, promotional schedules and rapidly shifting consumer behaviour. Retailers across the UK have been exploring ways to integrate digital screens into their store estates, and Morrisons’ announcement places it among the sector’s early movers.

As installation begins, both companies will be focused on ensuring a smooth rollout and demonstrating the value of the new network to advertisers. Success could influence broader industry adoption, shaping how retailers integrate digital media into physical shopping environments. The multi-year partnership sets a strong foundation for long-term collaboration as the retail-media sector expands.