What? Morrisons has signed a seven-year partnership with Bauer Media Outdoor (BMO) to launch its first-ever digital out-of-home (DOOH) advertising network.
As part of this partnership, BMO will install and operate 300 digital screens across the supermarket chain’s stores from Q1 next year.
Why should brands care? The Waferlite digital screens will be placed at store entrances nationwide, reaching shoppers at what Morrisons describes as a ‘critical point’ in the path to purchase.
The supermarket says the screens will allow advertisers to engage consumers at ‘the moment of decision making, when shoppers are most receptive to brand messaging’.
Why is Morrisons doing it? Advertising is a high-margin business; grocery retail isn’t. The supermarket’s full-service retail media agency, Morrisons Media Group (MMG), will sell the new DOOH network jointly with BMO, offering advertisers programmatic buying options and dynamic content capabilities.
In a statement, the supermarket shared that this ‘foray’ into DOOH represents ‘a brand-new commercial proposition’ for the chain.
Featured image: Bauer Media Outdoor