Tesco unveils new advertising options to bolster retail media efforts.
- The supermarket introduces video ads and store wraps for more expansive promotion.
- Short-form videos on Tesco’s digital platforms aim to enhance brand visibility.
- Store wrap advertising is being extended to up to 50 locations for broader reach.
- A new insights portal launches to support personalised and impactful advertisements.
Tesco has announced a strategic expansion of its advertising capabilities, unveiling new formats that aim to enhance its retail media presence. These developments include the introduction of video advertisements, allowing brand advertisers to effectively capture customer attention through engaging short-form videos on Tesco’s website and app.
In a move to extend the reach of in-store promotions, Tesco now offers store wrap advertising across 50 of its locations. This initiative follows a successful wrap of the London Wembley store for the Champions League final, where PepsiCo’s major brands were prominently featured, demonstrating the efficacy of large-scale branding exercises.
The Tesco Media and Insight platform is further strengthened by the launch of a new insights portal. This tool is designed to empower brands and agencies by enabling them to craft more relevant and personalised adverts. The portal is complemented by a comprehensive new measurement framework that aspires to set a new standard for the industry by illustrating the full-funnel impact of media campaigns.
Tesco’s emphasis on data-driven strategies is evident in its partnership expansion with The Trade Desk, which offers brands enhanced control and optimisation of their ad campaigns through access to anonymised Clubcard data. This initiative underscores Tesco’s commitment to leveraging smart insights to construct refined audiences, facilitating precision at scale.
According to Tesco Media managing director Tash Whitmey, the integration of these advanced insights and creative platforms positions Tesco as a leader in retail media, providing partners with opportunities for immersive brand activations that enhance customer experiences and drive business growth.
Through these enhancements, Tesco is setting a new standard in retail media advertising.
