Morrisons is to install a network of 300 digital advertising screens across its supermarkets in the UK.

The move marks the first time that the retailer, which is of the UK’s largest supermarket chains with 500 stores serving 11 million shoppers each week, has installed digital advertising screens.

Morrisons said the screens, which will start to be rolled out at the beginning of next year, will provide advertisers with targeted access to grocery shoppers at a “critical point” in their purchase journeys across its estate when they are more receptive to brand messaging.

The screens are being installed in partnership with Bauer media Outdoor (BMO) who will install and operate the screens.

The digital network will be sold jointly by BMO and MMG, Morrisons’ full-service retail media agency.

“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,” said Steve Newbould, head of commercial at Morrisons.
“This is just one of the many innovative advertising solutions available through MMG, designed to help brands reach shoppers in meaningful and effective ways.”

Earlier this month, Morrisons announced that it had expanded its decade-long partnership with Tata Consultancy Services (TCS) in a bid to roll out new digital products at speed and accelerate its digital transformation with AI technology.

As part of the move, the supermarket will align operations across areas including retail, e-commerce and marketing to increase efficiency, as well as overhaul its existing loyalty scheme.

The partnership will give the retailer access to an end-to-end engineering service, including application design development, testing, and maintenance services to modernise Morrison’s legacy platforms.

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