Co-op has become the fourth-largest digital outdoor advertiser in the UK, it claims, with the launch of national advertising proposition Co-op Media Network Out of Home.
The convenience retailer’s network of more than 1,000 digital advertising screens on the front of its stores makes it the fourth-largest digital screen estate after JCDecaux’s 4,696, Global’s 5,025, and Bauer Media Outdoor’s 5,556.
“The growth of the screen network has been a strategic decision and we’re now able to show our intent as one of the UK’s largest digital outdoor advertisers,” said Richard Smith, director of marketing and media operations at Co-op.
The offering is being operated in partnership with Smart Outdoor, a specialist DOOH sales house. Smart Outdoor will lead planning and buying, while Co-op will retain ownership and responsibility for the long-term direction of the new operation.
The retailer’s digital screen estate provides “neighbourhood-level presence at national scale” it said, “offering consistent, everyday frequency that roadside-led networks have often struggled to deliver”.
While traditional OOH typically focuses on major commuter routes, the majority of journeys people make are local, everyday journeys such as school runs, worktime breaks and quick errands, Co-op said.
“Over the past two years, Co-op Media Network has successfully used a convenience shopping environment to differentiate itself from the big‑box retail media logic and, in doing so, created a neighbourhood-based DOOH estate that champions frequency and presence,” Smith said.
The digital screens – placed either at the entrance to the store, in the foyer, or an outward-facing window close to the entrance – together with kiosk, self-service and customer-facing screens at manned tills gives Co-op “one of the largest digital advertising screen footprints of any UK grocery retailer”, it said.
The retailer began rolling them out in late 2024, and in November last year hit the 1,000-screen milestone. Co-op aims to triple the annual operating profit generated from media and insight by 2030.
“Built in local communities, Co-op Media Network Out of Home elevates the neighbourhood as a powerful, under-represented channel,” said Mark Clancey, chief commercial officer at Smart Outdoor.
“Frequent visits and steady footfall deliver exceptional reach for brands of every size. Powered by rich insight, it connects neighbourhood precision with national impact to help deepen audience understanding and drive more meaningful engagement,” he added.
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