Tesco has announced significant advancements in its retail media capabilities, enhancing both online and in-store advertising.
- Video advertising is now available on Tesco.com and its app, allowing brands to connect with over 16 million users.
- Store wrap advertising is introduced in up to 50 locations, offering unique branding opportunities.
- A new measurement framework has been developed for evaluating the impact of retail media campaigns.
- Tesco expands its partnership with The Trade Desk, using Clubcard data to enhance targeted advertising.
Tesco has announced major upgrades to its retail media offerings, marking a significant advancement in both online and in-store advertising methods. These enhancements were unveiled at the recent Upfront event in London, showcasing the retailer’s commitment to providing brands with innovative ways to engage with customers.
The introduction of video advertising on Tesco.com and its application is a noteworthy development. This new feature allows brands to connect with the extensive user base of over 16 million app users, offering a platform for short-form video content that enriches the shopping experience. It signifies Tesco’s strategic move to integrate digital engagement more deeply into its retail ecosystem, providing brands with a dynamic avenue for marketing.
In addition to online advancements, Tesco is elevating its in-store advertising options through the introduction of store wrap advertising, a first in the retail sector. This new feature is available at up to 50 locations, providing brands with expansive and innovative ways to attract and retain consumer attention.
Complementing these advertising upgrades, Tesco Media has launched a comprehensive new measurement framework. This system is designed to assess the ‘full-funnel impact’ of retail media campaigns, ensuring advertisers can quantify their reach and effectiveness across multiple channels. This pioneering measurement approach was developed in collaboration with advertisers, agencies, and industry bodies, establishing a new benchmark in retail media analytics.
Furthermore, Tesco has strengthened its strategic alliance with The Trade Desk, enhancing the use of Clubcard data to drive more targeted and personalised advertising campaigns. By leveraging insights from its Clubcard membership, which includes over 23 million members, Tesco offers brands the ability to craft precise audience segments, fostering impactful and relevant consumer engagement.
Tesco’s comprehensive upgrade in retail media establishes a new standard in advertising innovation, broadening avenues for brand engagement.
