Tesco has made significant advancements in its retail media offerings.
- New video advertising capabilities are introduced for online and app platforms.
- An innovative store wrap advertising is being implemented at numerous locations.
- A comprehensive measurement framework has been launched to improve campaign insights.
- Partnership with The Trade Desk expands, enhancing access to Clubcard data.
Tesco has unveiled substantial upgrades to its retail media capabilities, notably incorporating video advertising across its online platform and mobile app, engaging over 16 million users. This strategic move enables brands to connect with consumers through short-form video content, enhancing interaction and engagement.
The introduction of a novel store wrap advertising feature marks a first in the industry, with plans to roll it out across up to 50 locations. This broadens the spectrum of in-store advertising opportunities, providing brands with innovative methods to capture consumer attention through visually immersive experiences.
In a bid to refine advertising efficacy, Tesco’s media division has introduced an advanced measurement framework. This newly developed system, designed in collaboration with industry experts and partners, is poised to set new benchmarks in evaluating the ‘full-funnel impact’ of retail media campaigns. An omnichannel attribution model is anticipated to be added by 2025, enhancing the framework’s robustness.
Further, Tesco has launched an insights portal aimed at providing brands and agencies with more personalised and relevant advertising avenues. This platform, incorporating expanded audience segments via the Dunnhumby Sphere, leverages data from over 23 million Clubcard members, facilitating targeted marketing efforts across multiple channels.
The expansion of Tesco’s partnership with ad tech firm The Trade Desk underscores its commitment to utilising Clubcard data to maximise reach. Tesco’s Media managing director, Tash Whitmey, highlighted the initiative’s potential for driving business growth, noting, ‘We use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale.’
These developments position Tesco at the forefront of retail media innovation, enhancing both consumer engagement and brand partnership opportunities.
