Tesco Media and Insight Platform, powered by dunnhumby, has unveiled a range of innovative new onsite and in-store media channels, allowing brands to reach shoppers at scale, and truly shape what Britain buys.
At an Upfront event in London, Tesco announced a suite of updates to its industry-leading Tesco Media and Insight Platform, including Scan as You Shop media, new in-store digital screens and powerful new onsite digital performance ads, all powered by dunnhumby’s world-leading data science.
“Tesco are leading the way in retail media, giving brands and agencies the power to truly shape what Britain buys, with Tesco Media now standing shoulder-to-shoulder with the established media houses,” explains Nick Ashley, MD, Tesco media & insight platform. “This scale, combined with our advanced closed-loop measurement and cutting-edge data science, allows brands partnering with Tesco Media to connect with shoppers like never before.”
Reaching customers at scale
With over 21m Clubcard members, a vast network of 2,800+ stores and around 36% of the online grocery market, Tesco Media and Insight Platform allows brands and agencies to harness the power of Clubcard to reach customers in every corner of the country. Through precise data targeting and advanced measurement capabilities, it offers an unrivalled understanding of UK shoppers.
Channels announced at Tesco Media Upfront today include:
- New Scan As You Shop media placements: Tesco is the first retailer in the UK to introduce dynamic ad-served display media onto in-store handsets
- Double the digital screens of any other grocery network: A growing network of 1,000+ in-store digital screens, and 500+ SmartScreens outside stores, bringing the benefits of digital media to the physical store
- New digital performance ads: New tesco.com and app ads including ‘Sponsored Browse’, ‘Special Offers’ and ‘Favourites’ placements
- Channel 4 partnership: Tesco is the first retailer to partner with all three UK TV powerhouses – ITV, Sky, and now Channel 4
- Product placement opportunities: Brands can now feature on Tesco’s own advertising across TV, social, radio, print, OOH and in-store
Advanced measurement
With Tesco Media and Insight Platform offering closed-loop measurement, brands can prove and improve the effectiveness of their campaigns, crucial in a time when marketing budgets are under more scrutiny than ever before.
At the Upfront event Tesco Media also announced plans to drive standardisation of measurement across retail media, working alongside ISBA (the Incorporated Society of British Advertisers).
“Our unified goal led by brands is to drive responsible retail media investment. We have been working collaboratively with Tesco Media over the last year in our pursuit of retail media measurement standardisation,” said Bobi Carley, head of media, ISBA. “Our ambition with Tesco Media is to drive consistency and transparency in the retail advertising ecosystem, benefiting both brands and consumers alike.”
Celebrating retail media success
Leading brands and agencies were recognised for their retail media successes, with L’Oreal celebrated for their collaboration using bespoke world-class dunnhumby data science to identify joint growth opportunities across skincare and haircare – which was then seamlessly activated through precise media targeting.
The value of retail media in today’s advertising landscape was celebrated with Diageo taking home the prize for best use of sharpened audiences, and Heineken UK for campaign of the year. Unilever were celebrated for best use of Connected TV, Premier Foods for best use of Connected Store while Pernod Ricard and agency OMD were jointly recognised for best use of Tesco.com media.
Tesco Media and Insight Platform: shaping what Britain buys
Tesco Media and Insight Platform combines Tesco’s extensive understanding of its customers with dunnhumby’s data science expertise to provide brands and their agencies with the insight to drive more interactive, two-way relationships with customers.
Nick Ashley, MD, Tesco media & insight platform: “Retail media offers a huge opportunity for brands to inspire and convert shoppers at scale. Tesco Media is uniquely placed with its unrivalled data and insight to help brands and agencies realise this opportunity to sharpen their media plans and connect with shoppers. Whether display, search, out of home, in store, offsite, digital, radio – the list is endless – brands and agencies working with Tesco Media to power their retail media are seeing phenomenal results.”
Tash Whitmey, group loyalty, membership and CRM director, Tesco: “Retail media is an increasingly important part of the media mix. In the last year we’ve significantly expanded our offering across online, in store and offsite and had the pleasure of seeing a record number of campaigns through our Tesco Media and Insight Platform, powered by dunnhumby.
“With over 21 million active households and over 12 mission regular app users, we’re using our unrivalled digital platform to help brands connect with their customers in a meaningful way, at scale.”
