Tesco launches UK’s largest digital ad network to reduce ad-spend wastage

Tesco has added 100 out-of-home digital screens to its 400-strong collection, making it the UK’s largest digital advertising network.

Working with consumer insight firm Dunnhumby and out-of-home business JCDecaux, the SmartScreen network will base its advertising scheduling on audience sales and behaviours.

The supermarket chain has claimed that the addition of 100 screens to its media and insight platform will give advertisers access to nearly two-thirds (63%) of its stores, reportedly reaching a possible six million shoppers every two weeks.

Tesco wishes to increase data-driven personalisation to change customer shopping experiences.

READ MORE: Primark recruits former Tesco brand boss to lead its marketing

“The SmartScreen format allows brands to focus their advertising spend on the stores where they know it will have the greatest impact,” Dunnhumby UK regional managing director for media, Stacy Gratz said.

“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.”

Tesco head of media and campaign planning, Nick Ashley, added: “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.

“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.”

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