Tesco’s dunnhumby-powered Media and Insight Platform has unveiled some enhancements to its retail media offering, including the launch of online video advertising, several new media channels, and improvements in its measurement and personalisation capabilities.
The new video advertising solution will allow brands to engage with shoppers through short-form content on Tesco’s website and app (16m+ users). The retailer noted that with video advertising now seeing much higher engagement than traditional broadcast media among 16-34-year-olds, the online option will allow advertisers to deliver “more engaging brand stories to shoppers”.
At an event in London, Tesco Media also announced a 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 next week. The new framework has been built in collaboration with advertisers, agencies and industry bodies to “set a new industry standard for retail media measurement”.
Meanwhile, a new insights portal was also unveiled, which aims to allow brands and agencies to deliver more relevant and personalised advertising experiences. The new tools include expanded audience segments available through the dunnhumby Sphere platform, allowing brands to use insights from the 23m+ members of Tesco’s Clubcard loyalty scheme to “engage across multiple channels, to re-engage with lapsed customers, and to acquire new ones”.
Tesco Media is also expanding its in-store advertising options, offering brands new ways to reach shoppers. In what the retailer claims is a retail first, Tesco now has the capacity to do store wrap advertising at up to 50 sites, transforming entire storefronts into brand showcases. Back in May, Tesco wrapped its entire London Wembley store, promoting three of PepsiCo’s brands – Pepsi, Doritos and Walkers – as part of their sponsorship of the Champions League final at Wembley Stadium.
The move comes alongside the rollout of screens throughout Tesco’s stores and enhanced product sampling opportunities for brands.
“As retail media continues to grow and expand, Tesco is leading the way,” said 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.”
NAM Implications:
- The standout insight has to be:
- How on earth can traditional media compete with this Tesco offering?
- Especially with Tesco being able to attribute a brand purchase to a Tesco advert.
- Writing on the wall?
