Tesco and its data science unit dunnhumby have worked with JCDecaux to create what they claim is the largest retail-based digital display advertising network in the UK.
The SmartScreen network, which is available through the Tesco Media & Insight Platform, combines JCDecaux’s digital display technology with dunnhumby’s insight-driven approach to media, enabling ad scheduling to be optimised based on audience behaviours and sales.
Tesco already had 400 digital screens outside its stores following their launch in 2015. However, this has now been expanded by 100 more screens, meaning advertisers have access to 63% of Tesco’s large-format stores. This is claimed to provide brands with the opportunity to reach more than six million shoppers every fortnight.
The development is a major part of the Tesco ‘Connected Store’ approach to customer engagement, which includes the use of digital technologies, integration of online and offline journeys, and data-driven personalisation to deliver more cohesive customer experiences.
The supermarket stated that the SmartScreens are just one element of its ‘Prime, Prompt, Purchase’ model to help drive the effectiveness of in-store campaigns, alongside in-store radio, point-of-sale and soon-to-launch tools such as scan-as-you-shop media and in-store digital signage.
Tesco claims the move has made the process of purchasing media easier for agencies and brands. Three new options – broadcast, optimisation and programmatic – allow media planners to buy advertising space in a way that matches their specific needs.
“We’ve heard a lot about the rise of online shopping over the past few years, but we know that the majority of spend still takes place in stores,” said Nick Ashley, Head of Media and Campaign Planning at Tesco.
“Media installations like the SmartScreen network help us deliver a more engaging shopping experience for our customers, while providing brand advertisers with a valuable communications channel.”
Dunnhumby’s Regional Managing Director for Media UK, Stacy Gratz, added: “The SmartScreen format allows brands to focus their advertising spend on the stores where they know it will have the greatest impact.
“Through our unique knowledge of customers, we can help brands reach those with the relevant customer lifestyle. It also means we’re able to help brands understand who their ‘best’ customers are, and which stores they frequent, eliminating ad spend wastage in the process.”
NAM Implications:
- Those still in doubt re the power of Retail Media could consider the following:
- Impact of targeted messages
- Reflecting Tesco insight re shopping behaviour
- To defined shopper profiles as they enter a store
- Ready to buy…
- Now compare above with the increasingly blunt messages via traditional media
- (and think about how long it will take Tesco to create a Retail Media Revenue Stream that exceeds store sales?)
