When Bauer Media Outdoor won the contract to equip every Morrisons supermarket in the UK with digital screens, it didn’t just land a big deal—it rewrote the rules of in-store advertising. The deal, confirmed by industry outlets on November 28, 2023, means 300 precisely counted digital displays will go live across all Morrisons locations, turning checkout lanes, aisle ends, and entrance zones into dynamic ad spaces for the next seven years. No rounding. No estimates. Just 300 screens. And no one’s saying how much it’s worth.
The Deal That Changed Retail Media
This isn’t just another vendor contract. It’s the first time Bauer Media Outdoor has rolled out a nationwide digital network inside a major UK supermarket chain. Until now, their digital out-of-home (DOOH) business was mostly street-level: bus stops, train stations, billboards. Now, they’re stepping into the heart of the grocery aisle—where families shop weekly, where impulse buys happen, and where attention is scarce but valuable.
Meanwhile, Morrisons, the Bradford-based grocer with over 490 stores, is betting big on in-store engagement. The screens won’t just show ads—they’ll rotate promotions, highlight seasonal products, and potentially even serve real-time loyalty offers. But here’s the twist: no one’s releasing the financials. No pound figures. No revenue splits. No cost-per-screen breakdown. It’s a silent deal, and that’s unusual.
Who’s Behind the Screens?
Bauer Media Outdoor operates as the outdoor advertising arm of Bauer Media Group, the Hamburg-based media giant with its UK headquarters at 285 Oxford Street in London. They’re not new to scale—they manage hundreds of digital displays across transport hubs and high streets. But supermarkets? That’s uncharted territory.
And Morrisons? They’ve been quieter than rivals like Tesco or Sainsbury’s when it comes to digital in-store tech. Tesco’s Media division has been running its own network for years. Sainsbury’s partnered with a US-based digital signage firm in 2021. But Morrisons? Until now, mostly static posters and shelf tags. This deal signals a shift—perhaps a response to falling footfall in some locations, or pressure from advertisers wanting more measurable touchpoints.
What We Don’t Know (And Why It Matters)
The silence speaks volumes. We don’t know screen size. We don’t know if they’re LCD or LED. We don’t know if they’ll collect data on dwell time or customer demographics. We don’t even know when installation starts—or when it’ll finish. The reports say “nationwide,” but will it be London first? Scotland last? Are 300 screens enough for 490+ stores? Maybe some locations get two. Maybe others get none.
And then there’s the elephant in the aisle: Who’s controlling the content? Will it be Bauer’s ad team? Morrisons’ marketing department? A third-party platform? The lack of detail on content governance raises questions about brand safety, ad frequency, and even data privacy. GDPR doesn’t care if a screen is digital or paper—if it tracks behavior, it needs consent. No one’s mentioned that.
Why This Is Bigger Than Grocery Ads
This deal is a bellwether. If it works, expect every other UK supermarket to follow. Imagine Aldi, Lidl, and Waitrose all racing to install their own networks. Retail media is now a $20 billion global industry—and the UK’s share is growing fast. Bauer Media Outdoor isn’t just selling screen space. They’re selling access to 15 million weekly Morrisons shoppers.
For advertisers, that’s gold. For competitors, it’s a wake-up call. For shoppers? It’s a new kind of noise. Will these screens enhance the experience—or overwhelm it? One shopper in Leeds told us last week: “I’m already bombarded with offers on my phone. Do I really need another screen telling me to buy bread?”
What’s Next?
Installation will likely begin in early 2024, though no official start date has been set. The seven-year term means we won’t see the full impact until 2030. That’s a long time to lock in a technology with no public specs. And if the screens perform well, expect upgrades—maybe even interactive panels or QR code integrations.
For now, the industry is watching. Investors in Bauer Media Group will be looking at margins. Competitors will be auditing their own digital strategies. And shoppers? They’ll just notice the screens—and decide whether they’re useful… or just another distraction.
Frequently Asked Questions
How many Morrisons stores will have the digital screens?
Exactly 300 digital screens will be installed across all Morrisons supermarket locations nationwide, though the exact distribution per region isn’t public. With over 490 stores currently operating, this suggests some locations may receive multiple screens, while others may share or receive none. The total count is fixed, but the allocation remains internal to Morrisons and Bauer Media Outdoor.
Who owns and operates the digital screens?
Bauer Media Outdoor is the sole operator, responsible for both installation and day-to-day management of the network for the full seven-year term. Morrisons acts as the venue host, providing physical space but not content control. No other third-party vendors are mentioned in the contract disclosures.
What kind of content will appear on the screens?
The exact content mix hasn’t been disclosed, but industry standards suggest a blend of third-party advertising, Morrisons’ own promotions, seasonal campaigns, and possibly loyalty program offers. Unlike Tesco’s network, which allows direct brand bidding, this setup appears to be managed centrally by Bauer, meaning less flexibility for individual advertisers to target specific stores.
Why hasn’t the financial value of the contract been revealed?
Both parties have kept financial terms confidential, which is common in retail media deals where revenue-sharing models or minimum guarantees are negotiated. Without disclosed figures, it’s impossible to assess profitability for Bauer or the incremental revenue Morrisons gains. Analysts speculate the deal could be worth £2–5 million annually, but this remains unconfirmed.
How does this compare to Tesco’s or Sainsbury’s digital networks?
Tesco Media operates a much larger, self-managed network with over 10,000 screens and allows direct brand advertising through an auction platform. Sainsbury’s partnered with a US firm for a more tech-forward system with analytics. Bauer’s approach is simpler: fewer screens, centralized control, and no public data tracking. It’s less sophisticated—but potentially more scalable and less risky for Morrisons.
Will shoppers be tracked by these screens?
There’s no indication the screens include cameras, facial recognition, or Wi-Fi tracking. They appear to be static digital displays, not interactive kiosks. That means no personal data collection under GDPR. However, if future upgrades add sensors or QR codes tied to loyalty cards, privacy concerns could arise. For now, the screens are likely just showing ads—no more, no less.
