As retail media networks race to diversify beyond in-store promotions and sales conversion, Manchester-headquartered Co-op has unveiled a major push into the UK’s digital outdoor advertising market.
The convenience giant has launched Co-op Media Network Out of Home, a new national Digital Out of Home (DOOH) proposition created in partnership with Smart Outdoor, marking Co-op’s formal entry as a standalone media owner into the UK outdoor advertising sector.
The move positions Co-op as the UK’s fourth largest digital outdoor advertiser, behind established players JCDecaux, Global and Bauer Media Outdoor.
Unlike traditional outdoor advertising networks which focus heavily on commuter routes, Co-op said its proposition is built around the “everyday journeys” people make in local communities, including school runs, errands and work breaks.
The network is made up of 1,000 front-of-store digital advertising screens positioned across Co-op stores in locations ranging from city centres and residential neighbourhoods to rural communities and the Highlands.
Co-op said the proposition is designed to offer both endemic and non-endemic brands a way to build awareness and advocacy through repeat exposure and neighbourhood-level presence, rather than focusing purely on retail conversion metrics.
The retailer added that many of its stores are located within 100 yards of a bus stop or train station, helping to increase exposure during peak commuting periods while also capturing more local day-to-day journeys.
The launch also opens up 23 locations across the UK where brands have previously been unable to run digital outdoor campaigns because of limited infrastructure, with Co-op claiming the expansion creates access to more than one million additional consumers.
Richard Smith, Director of Marketing & Media Operations at 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.
“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.”
Mark Clancey, Chief Commercial Officer at Smart Outdoor, added: “We’re delighted to partner with Co-op to bring Co-op Media Network Out of Home to the UK market, the launch marks another major milestone in the continued growth and ambition of Smart Outdoor.
“Built in local communities, Co-op Media Network Out of Home elevates the neighbourhood as a powerful, underrepresented channel. 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.”
