Morrisons has announced a major change affecting 300 of its UK stores next year.

Bauer Media Outdoors (BMO) will install digital media screens for the supermarket chain, with these playing a rotation of adverts designed to support the shopping experience.

Once these have been built, they will be sold jointly by BMO and Morrison’s full-service retail media agency, MMG.

Discussing its new partnership with the retailer, Richard Bon, managing director at Bauer Media Outdoors (BMO), said outdoor media is a great way to help people find the products they love.

He said: “Securing this exciting new partnership with Morrisons represents another significant moment for the role of out of home [media] in the wider UK retail media ecosystem.

“With perfectly positioned screens at store entrances nationwide, we’re creating unmissable opportunities for brands to connect with millions of shoppers at the precise moment purchase decisions are being made.”

BMO recently secured a seven-year contract with Morrisons to install its network of Waferlite screens.

This comes as Morrisons moves further and further into the digital world, rolling out a new digital labelling system as well as a new delivery service called Morrisons Now.

The latter is designed to bring fresh groceries to customers in just one hour. The service will be available online to shoppers living close to one of the 420 supermarkets operated by the brand.

At the moment, Morrisons Now is only available at 158 stores, with this number set to increase in the coming weeks and months. Customers can order up to 30 items at a time, with a minimum spend of at least £15 required.