Tesco has made plans to increase the number of digital screens it has across its 150 stores.
The move comes as part of the retailer’s bid to expand revenue from in-store media.
As part of the latest contribution from its Media and Insights platform, Tesco will introduce displays that advertise alongside exclusive product launches, point-of-sale campaigns, and in-store promotions.
In August last year, Tesco announced that it had 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 bases its advertising scheduling on audience sales and behaviours. The supermarket wishes to increase data-driven personalisation to change customer shopping experiences.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Retail media gives brands the opportunity to focus at scale on the customers that matter most to them and to target highly specific audiences,” Tesco managing director Nick Ashley said.
“With advanced measurement at its heart, advertisers can be more sophisticated in their spending while seeing the true impact of their activity.”
