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Morrisons Launches a 300-Screen Store-Entrance DOOH Network (Rollout Begins Q1 2026)

A 300-screen rollout turns the store entrance into a new retail media surface—buyable, scalable, and closer to purchase than most DOOH.

January 9, 2026 4 min read Atlas OOH Editorial
Morrisons Launches a 300-Screen Store-Entrance DOOH Network (Rollout Begins Q1 2026)
Categories: Retail Media • In-Store DOOH • Grocery
Quick take: Morrisons awarded Bauer Media Outdoor a contract to install and operate 300 digital screens across stores, starting Q1 2026—a major signal that “store entrance” is becoming paid media inventory. (Sources: Morrisons, MediaCat)

What happened

Morrisons confirmed a nationwide program to deploy digital screens at store entrances—marking a meaningful step into retail media via DOOH. The contract awarded to Bauer Media Outdoor covers installation and operation across 300 stores, with rollout beginning in Q1 2026.

Why the entrance is the money spot

Store-entry media sits at a rare intersection:

  • Shoppers are already physically present
  • Attention is high because people are transitioning into “shopping mode”
  • Messaging can influence immediate basket decisions
Practical effect: This isn’t “awareness.” It’s influence at the moment a trip turns into a purchase path.

The bigger trend

Grocery retail media is moving beyond onsite banners and apps into physical reach layers that look and trade more like DOOH—opening doors for brand budgets that want both scale and proximity to purchase.

For planners, this reinforces a new default journey: street → entrance → aisle. The entrance becomes the hinge point—where intent is already high and a single message can steer the next decision.

What to watch next

  • How Morrisons and partners package the inventory (share-of-voice, dayparts, seasonal takeovers)
  • How measurement is framed (store lift, basket influence, incrementality vs exposure reporting)
  • How creative evolves for entrance moments (shorter, clearer, more promo-adjacent)
Planning takeaway: As more retailers build entrance networks, “in-store DOOH” becomes a standard line item—buyable at scale, and closer to revenue than most media surfaces.

Sources

FAQs

A nationwide program to deploy digital screens at store entrances, with Bauer Media Outdoor installing and operating 300 screens as the rollout begins in Q1 2026.
Because shoppers are already physically present, attention spikes during the transition into shopping mode, and messaging can influence immediate basket decisions.
It expands DOOH from streets and transit into the final pre-purchase moment—adding a retail media layer that can be planned as part of a full journey: approach → entrance → aisle.
Short, high-clarity creative: seasonal promos, brand reminders, category cues, and simple CTAs—optimized for quick reads and immediate purchase influence.
Grocery retail media is moving beyond apps and onsite banners into physical networks that trade more like DOOH—opening a new door for budgets that want both scale and proximity to purchase.

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