Tesco has announced significant upgrades to its retail media offerings.
- The enhancements include video advertising on Tesco.com and its app.
- Innovative store wrap advertising is now available in up to 50 locations.
- A new measurement framework aims to set industry standards for media campaigns.
- Tesco Media expands its partnership with The Trade Desk for better targeting.
Tesco has revealed a series of upgrades to its retail media offerings, aiming to revolutionise advertising in the supermarket sector. Among the standout features is the introduction of video advertising on Tesco.com and its app, allowing brands to engage with over 16 million users through short-form video content. This move signifies Tesco’s commitment to leveraging technology for improved customer engagement.
In addition to digital enhancements, Tesco is pioneering in-store advertising solutions with the innovative store wrap advertising. This method allows brands to have their messaging displayed prominently in up to 50 store locations, marking a first in the retail sector. Alongside this, the retailer is rolling out digital screens throughout its stores, providing enhanced product sampling opportunities for brands aiming to capture shoppers’ attention at the point of sale.
A crucial component of Tesco’s upgrade is the unveiling of a comprehensive measurement framework for retail media campaigns. According to Tesco, this framework, developed in collaboration with advertisers, agencies, and industry bodies, aims to demonstrate the ‘full-funnel impact’ of these campaigns. The omnichannel attribution will be introduced in 2025, promising improved tracking of campaign effectiveness across different platforms.
In a strategic move to enhance data-driven advertising, Tesco has expanded its partnership with The Trade Desk. This collaboration allows brands access to Clubcard user data, facilitating better targeting and more personalised advertising experiences. The new insights portal, powered by the Dunnhumby Sphere platform, enables brands to engage with a wider audience by utilising data from over 23 million Clubcard members.
Tesco Media’s managing director, Tash Whitmey, highlighted the significance of these advancements, stating, ‘As retail media continues to grow, Tesco is leading the way. We use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale.’ These developments position Tesco as a pivotal player in the retail media landscape, driving business growth through innovative advertising solutions.
These advancements mark Tesco’s commitment to pioneering retail media, enhancing customer experience and driving growth through innovation.
