Tesco revealed it has installed its 1,800th in-store advertising screen, up from around 400 screens in March this year, as it ramps up its retail media arm.
The screens are now present in 420 Tesco shops, making it the largest network in the UK grocery market, according to the grocer.
The supermarket can show animated content and visuals on the screens, which can be used to support in-store campaigns and product launches.
Tesco chief commercial officer, Ashwin Prasad, said: “Using our unrivalled insight, we’re able to give our customers advertising that is relevant to them, while at the same time giving our suppliers the opportunity to showcase their products in creative and innovative ways”.
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Tesco already has a network of 500 front-of-store screens, which display adverts tailored to specific stores, times and events under the UK’s largest retail out-of-home network.
The technology behind both Tesco’s in-house and front-of-store screens uses customer insight provided by Dunnhumby and Clubcard data.
Last month, Sainsbury’s revealed it would double its number of in-store screens, claiming the expansion would see its screen network surpass Tesco.
The grocer’s partnership with Nectar 360 and Clear Channel will place its own channel “Sainsbury’s Live” in front of shoppers, where it can tailor campaigns on display with location, weather, events and competitions.
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