Tesco has announced new advancements in its retail media capabilities, expanding opportunities for advertisers.
- The supermarket chain is launching video advertisements on its digital platforms, enhancing brand visibility through short-form content.
- Up to 50 Tesco locations can now host store wrap advertising, creating dynamic in-store marketing environments.
- A new insights portal has been introduced, allowing for enhanced personalisation and effectiveness of ad campaigns.
- An industry-leading measurement framework collaborates with brands to set a standard for evaluating retail media impact.
Tesco’s retail media division has embarked on an ambitious expansion of its advertising portfolio, enhancing the avenues available to advertisers. The introduction of video advertisements allows brands to reach audiences through Tesco’s website and app, leveraging short-form content to capture consumer attention.
The in-store advertising capabilities have been significantly enhanced, with store wrap advertising now available at up to 50 locations. This initiative was exemplified by the comprehensive wrapping of the Wembley store during the Champions League final, promoting major brands such as Pepsi, Doritos, and Walkers.
A new insights portal has been launched by Tesco Media and Insight, aiming to provide brands with the tools needed to deliver highly relevant and personalised adverts. This tool is designed to utilise data for crafting targeted marketing strategies, improving overall campaign performance.
To complement these expansions, Tesco has introduced a comprehensive measurement framework. Developed in collaboration with advertisers, agencies, and industry bodies, this framework seeks to establish a new benchmark for measuring the efficacy of retail media campaigns, ensuring a full understanding of their impact across the marketing funnel.
According to Tash Whitmey, Managing Director of Tesco Media, ‘As retail media continues to grow and expand, Tesco is leading the way. We use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale.’
These strategic enhancements position Tesco as a leader in retail media, offering extensive tools and opportunities for advertisers.
