Tesco Media and Insight Platform has rolled out a range of what it says are “major enhancements” to its retail media offering, including the launch of video advertising on Tesco.com, as well as several new media channels and announcements in measurement and personalisation capabilities.
Lights, camera, conversion
At the company’s Upfront event in London last week, Tesco Media unveiled its new video advertising solution, allowing brands to engage with customers through short-form video content with Tesco.com shoppers and 16m app users.
With video advertising now seeing significantly higher engagement than traditional broadcast media among 16-34 year-olds, this expansion of Tesco’s creative canvas enables advertisers to deliver more engaging brand stories to shoppers.
Expanded in-store opportunities
Tesco Media is also expanding its in-store advertising options, offering brands exciting new ways to reach shoppers. 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. This comes alongside the rollout of state-of-the-art digital screens throughout its stores and enhanced product sampling opportunities.
Tesco Media now brings together Tesco and dunnhumby under the leadership of Managing Director, Tash Whitmey. The newly assembled leadership team incorporates fresh talent from across the media, retail, and technology sectors, setting the stage for accelerated growth and innovation in the booming retail media landscape.
Comprehensive media measurement
Tesco Media has also announced a comprehensive new measurement framework to demonstrate the full-funnel impact of retail media campaigns. This combined approach includes a range of solutions to provide detailed, incremental insights for advertisers, with omnichannel attribution to follow in 2025. This new framework has been built in collaboration with advertisers, leading agencies and industry bodies to set a new industry standard for retail media measurement
A new insights portal was also unveiled, allowing brands and agencies to deliver even more relevant and personalised advertising experiences. The new toolsinclude expanded audience segments available through the dunnhumby Sphere platform, allowing brands to use insights from 23m+ Clubcard members to engage across multiple channels, to re-engage with lapsed customers, and to acquire new ones.
“As retail media continues to grow and expand, Tesco is leading the way,” says Tash Whitmey, Managing Director of Tesco Media. “We use smart 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, positioning us as a great partner for retail media success.”
