Tesco has announced significant enhancements to its retail media offerings.
- Advertisers can now utilise video ads on Tesco’s website and app.
- In-store advertising expands with store wrap options across 50 locations.
- A new insights portal offers brands improved personalised advertising capabilities.
- Tesco partners with The Trade Desk for enhanced ad campaign control using Clubcard data.
In a major development for digital advertising, Tesco has announced a series of enhancements to its retail media platform. These updates, unveiled at its annual Upfront event, mark a strategic shift in how brands can interact with consumers through Tesco’s extensive reach.
Advertisers now have the option to deliver short-form videos directly to Tesco’s website and app users, an innovation that harnesses the growing trend towards video marketing. This move allows retailers to engage customers with dynamic content, tailored to the preferences gathered from user interactions.
In addition, Tesco is expanding its in-store advertising capabilities. The concept of store wrap advertising, which was successfully implemented at Tesco’s Wembley location during a major football event, emphasises the retailer’s commitment to integrating brand promotion within the physical shopping experience. This initiative can be applied across up to 50 store locations, offering brands significant exposure.
Central to these initiatives is the introduction of a new insights portal. This tool provides brands and agencies the ability to craft more relevant and personalised adverts. Coupled with a comprehensive new measurement framework, this approach is designed to demonstrate the ‘full-funnel impact’ of retail media campaigns. The framework results from collaborations with advertisers and industry experts, aiming to set a new benchmark for media performance measurement.
Further enhancing its retail media offerings, Tesco has expanded its partnership with The Trade Desk. This collaboration allows brands access to anonymised Clubcard data, enhancing their control and optimisation of advertising campaigns. According to Tash Whitmey, Tesco Media’s managing director, ‘we use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale’.
As retail media continues to grow, Tesco’s strategic initiatives solidify its position as a leader in this domain, offering brands innovative ways to connect with shoppers.
Tesco’s latest advancements in retail media exemplify its commitment to pioneering innovative advertising solutions in the industry.
