Co-op makes entry as a standalone media owner with new advertising proposition

Co-op Media Network Out of Home marks the retailer’s launch into the UK digital out-of-home market to make it the country’s fourth-largest digital outdoor advertiser.

The group said the advertising service is open to “endemic and non-endemic brands” and “builds on the strength of convenience” to develop brand awareness and stand out from other retail media channels focused on sales conversion.

Out-of-home advertising is typically focused on commuter routes and appeals to a small percentage of the public, whereas the Co-op said its digital out-of-home offer gives visibility across 88% of journeys.

There is also an additional uplift at peak commuting times as many stores are within 100 yards of a bus stop or train station, to provide consistent results with repeat exposure.

This is in partnership with a specialist sales house, Smart Outdoor, and the collaboration will use the Co-op’s network of 1,000 front-of-store digital advertising screens across the UK. 

Smart Outdoor will lead planning and buying to ensure and Co-op will retain ownership and responsibility.

Co-op’s digital out-of-home estate is expected to unlock new territories where brands have typically been unable to reach customers with outdoor digital advertising messages due to lack of technology. 

Co-op director of marketing and media operations Richard Smith 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 digital out-of-home 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.”

Smart Outdoor chief commercial officer Mark Clancey 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, under-represented 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.”