Co-op has entered the UK’s digital out-of-home market with launch of its new advertising service Co-op Media Network Out of Home.

The move makes the convenience retailer the fourth largest digital outdoor advertiser in the UK behind JCDecaux, Global and Bauer Media Outdoor.

The new advertising service will be operated in partnership with Smart Outdoor, who will lead planning and buying.

Director of marketing and media operations at Co-op 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 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.”

Co-op has highlighted that the service will use its network of 1,000 front-of-store digital advertising screens and aims to “provide neighbourhood level presence” at national scale.

It will be available to endemic and non-endemic brands and is designed to increase “brand awareness and advocacy”.

According to the retailer, out-of-home typically focuses on commuter routes. However, consumers on average make 18 journeys a week, with 12 per cent of those being commuter journeys. The firm states it will focus on delivering visibility across the other 88 per cent.

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.

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