Tesco’s retail media division has rolled out innovative advertising options to enhance brand visibility.
- The introduction of video advertising on Tesco’s platforms offers brands a new channel to engage consumers.
- Store wrap advertising is now available at up to 50 Tesco locations, expanding in-store promotional capabilities.
- A new insights portal has been launched, enabling brands to create more personalised adverts.
- Tesco’s collaboration with advertisers aims to establish a new industry standard for retail media measurement.
Tesco, a leading player in retail media, has taken significant strides in enhancing its advertising offerings. The launch of video advertising allows brands to utilise short-form videos on Tesco’s website and app, providing a dynamic way to connect with consumers. This strategic move is part of Tesco’s broader efforts to innovate within the retail space.
In addition to digital platforms, Tesco has expanded its in-store advertising options. Store wrap advertising is now available at up to 50 locations, offering brands a unique opportunity to capture customers’ attention in a physical setting. An example of this was observed when Tesco wrapped its Wembley store in London for the Champions League final, promoting major brands like Pepsi, Doritos, and Walkers.
Alongside these developments, Tesco has introduced a new insights portal, designed to assist brands and agencies in crafting more relevant and personalised adverts. The portal leverages data to refine audience targeting, thereby increasing the precision and effectiveness of marketing campaigns.
Furthermore, Tesco has developed a comprehensive new measurement framework in collaboration with industry stakeholders. This framework aims to demonstrate the ‘full-funnel impact’ of retail media campaigns, setting a potential new benchmark in the industry. It reflects Tesco’s commitment to leveraging data and collaboration to drive success in retail media.
Tash Whitmey, Tesco Media’s Managing Director, emphasised Tesco’s leadership in the growing retail media sector. She highlighted the use of insights from their expanding Clubcard base to build precise audiences and create immersive brand activations. This approach not only enhances customer experience but also supports business growth. Tesco’s partnership with The Trade Desk further extends its capabilities by providing anonymised data to optimise ad campaigns.
Tesco’s latest initiatives in retail media advertising signify its strategic intent to lead and innovate within the industry.
