Tesco has introduced innovative advertising strategies to enhance its retail media capabilities.
- The supermarket giant unveiled video advertising options on its digital platforms.
- In-store marketing efforts expanded with store wrap advertisements at key locations.
- A new insights portal aims to provide more personalised advertising strategies.
- A collaboration on a measurement framework seeks to set industry standards.
Tesco has taken a significant step forward in enhancing its retail media offerings by launching new advertising formats designed to attract brand advertisers. The recent unveiling includes a video advertising option that allows brands to present short-form videos on Tesco’s website and applications.This move reflects Tesco’s commitment to integrating more dynamic content on digital platforms.
Further extending its marketing innovations, Tesco has introduced store wrap advertising across 50 locations. One notable example of this marketing tactic was seen at the Tesco Wembley store, where a full store wrap was used to promote major brands like Pepsi, Doritos, and Walkers during the Champions League final. This initiative underscores Tesco’s strategy to leverage high-visibility events for maximum impact.
The company is also advancing its digital capabilities through the introduction of a new insights portal. This tool is set to enable brands and agencies to deliver advertisements with a higher degree of relevance and personalisation by utilising data-driven insights. These capabilities are aimed at refining audience targeting and enhancing customer engagement.
In line with setting benchmarks in the retail media industry, Tesco has developed a comprehensive measurement framework. This framework is constructed in collaboration with advertisers, agencies, and relevant industry bodies to demonstrate the full-funnel impact of its media campaigns. By doing so, Tesco aims to establish a new standard for assessing the efficacy of retail media advertisements.
Tash Whitmey, managing director of Tesco Media, remarked on the company’s leadership in retail media, attributing success to the use of smart insights derived from its extensive Clubcard programme. Whitmey highlighted the supermarket’s ability to offer “precision at scale” and create engaging omnichannel brand activations that not only enhance the customer experience but also foster business growth.
Tesco’s strategic advancements in retail media underscore its commitment to innovation and leadership in the advertising industry.
