Tesco has announced several significant upgrades to its retail media initiatives, enhancing both its online and in-store advertising capabilities.
- The retailer introduced video advertising on Tesco.com and its app, providing brands with new ways to connect with customers through short video content.
- In an industry first, Tesco now offers store wrap advertising at up to 50 locations, complemented by the installation of modern digital screens throughout its stores.
- Tesco Media has launched new audience targeting tools, leveraging insights from over 23 million Clubcard members to refine advertising strategies.
- An upgraded measurement framework, developed with industry partners, aims to improve the understanding of retail media campaigns’ effectiveness.
Tesco has taken a bold step in enhancing its retail media offerings, focusing on both digital and physical spaces. The introduction of video advertising on Tesco.com and its app represents a new opportunity for brands to engage with Tesco’s vast online customer base, including 16 million app users. This initiative allows brands to use short-form videos to create engaging advertisements that reach customers directly during their shopping experience.
In an innovative move, Tesco is pioneering store wrap advertising, a retail first that will be available at up to 50 locations. This unique advertising method is complemented by the installation of state-of-the-art digital screens across its stores, offering brands more dynamic ways to connect with consumers.
In its pursuit to revolutionise retail media, Tesco has also introduced new tools on its Media Insight Platform, enabling brands and agencies to craft more personalised and relevant advertisements. These tools are powered by the Dunnhumby Sphere platform, facilitating the use of insights from over 23 million Clubcard members. This data-driven approach allows for precise audience targeting, the re-engagement of previous customers, and the acquisition of new ones.
A significant component of Tesco’s media upgrade is the unveiling of a comprehensive new measurement framework. Developed in collaboration with advertisers, leading agencies, and industry bodies, this framework is designed to set a new industry standard for retail media measurement. It promises to demonstrate the ‘full-funnel impact’ of retail media campaigns, with plans for omnichannel attribution to be introduced in 2025.
Tash Whitmey, Managing Director of Tesco Media, stated: “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.” This statement underscores Tesco’s commitment to expanding its creative capabilities and enhancing the customer experience through strategic media activations. Tesco has also expanded its collaboration with The Trade Desk, a global advertising technology company, to further enhance access to customer data for brands.
Tesco’s latest advancements in retail media exemplify its commitment to innovation and leadership in the industry.
