Tesco expands retail media offer in a bid to ‘shape what Britain buys’

Tesco is expanding its retail media opportunities both in-store and online, offering FMCG brands new ways to target customers while they are shopping.

The grocer’s retail media arm, Tesco Media and Insight Platform, is connecting its physical and digital offering in a move which it says will “truly shape what Britain buys”.

Innovative new media channels will bring the benefits of digital media into the physical store, including the UK’s first dynamic Scan As You Shop ad placement onto in-store handsets, as well as over 1,000 in-store digital screens and more than 500 onsite digital performance ads (double the number of digital screens of any other grocery network), all powered by data science firm dunnhumby.

The UK’s largest grocer also revealed new targeted ad placements both online and in-app, including ‘Sponsored Browse’, ‘Special Offers’ and ‘Favourites’ spots, allowing brands to target more than 21 million Clubcard members while they shop.

“Tesco is 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,” commented managing director Nick Ashley.

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“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.”

Tesco has also partnered with Channel 4 for its retail media placements, making it the first retailer to partner with all three UK TV powerhouses, alongside ITV and Sky. New product placement opportunities will also allow brands to feature on Tesco advertising across TV, social, radio, print, OOH and in-store.

With more than a third (36%) of the online grocery market and more than 2,800 stores across the UK, the new retail media opportunities will give brands and agencies valuable insight to drive interactive, two-way relationships with customers.

“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,” continued Ashley.

“Whether display, search, out of home, in store, offsite, digital, radio – the list is endless – brands and agencies working with us to power their retail media are seeing phenomenal results.”

Tesco Media is also working alongside ISBA (the Incorporated Society of British Advertisers) as it looks to drive standardisation of measurement across retail media.

“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 ISBA head of media, Bobi Carley.

“Our ambition is to drive consistency and transparency in the retail advertising ecosystem, benefiting both brands and consumers alike.”

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