Tesco has extended its retail media proposition to give brands new ways of communicating with consumers.
Tesco is launching “store wrap advertising at scale” for the first time, as well as video advertising on its website.
Retail media is a fast-growing business stream, particularly among grocers, as they make the most of the wealth of customer data they hold and their many consumer touchpoints including stores.
Tesco Media and Insight Platform – a partnership between the grocer and data specialist Dunnhumby – unveiled the new options today.
Tesco Media said: “In a retail first, Tesco now has the capacity to do store wrap advertising at up to 50 locations, transforming entire storefronts into eye-catching brand showcases, with the ability to adjust by region and context.” The initiative followed a wraparound of Tesco’s Wembley store earlier this year to promote PepsiCo products ahead of the UEFA Champions League final.”
The new video advertising capability will allow brands to target customers on Tesco’s app as well as its website and “enables advertisers to deliver more engaging brand stories to shoppers”.
The business has also unveiled a new measurement framework for campaigns, developed with advertisers and agencies, “to set a new industry standard for retail media measurement”.
Tesco Media managing director Tash Whitmey said: “As retail media continues to grow and expand, Tesco is leading the way.
“We use insights from our growing Clubcard base to build refined audiences, offering precision at scale. Along with our expanding creative canvas, we’re able to create immersive omnichannel brand activations that enhance the customer experience and drive business growth.”
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