Co-op has formally entered the UK digital out-of-home (DOOH) advertising market with the launch of a new national proposition, positioning itself as the country’s fourth largest digital outdoor advertiser.
The retailer said its new Co-op Media Network Out of Home operation would offer advertising opportunities for both endemic and non-endemic brands through a network of 1,000 front-of-store digital screens located across its convenience estate.
According to Co-op, the move places it behind only JCDecaux, Global and Bauer Media Outdoor in terms of the size of its digital outdoor advertising footprint.
The retailer said the proposition was designed to focus on “neighbourhood-level presence at national scale”, targeting everyday local journeys rather than traditional commuter-led outdoor advertising locations.
Co-op cited Office for National Statistics data showing the average person makes around 18 journeys a week, with only 12 per cent linked to commuting, arguing that its convenience store estate offers brands repeated visibility during routine trips such as school runs, work breaks and shopping visits.
The DOOH estate will be operated in partnership with Smart Outdoor, which will oversee media planning and buying, while Co-op retains ownership of the network and responsibility for its long-term strategy.
The retailer added that the network would also give advertisers access to 23 locations across the UK where digital outdoor advertising had previously been unavailable, reaching a combined population of more than one million people.
“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,” Richard Smith, director of marketing and media operations at Co-op, said.
“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, said the partnership would help elevate “the neighbourhood as a powerful, underrepresented channel”.
He added: “Frequent visits and steady footfall deliver exceptional reach for brands of every size.”