Tesco’s retail media division has unveiled a host of new options for advertisers including video advertising and store wraps.
The supermarket said the new video option would allow brand advertisers to launch short-form videos on Tesco’s website and app users. Meanwhile, its expanded options for in-store advertising include the ability to do store wrap advertising at up to 50 locations.
Tesco wrapped its London Wembley store ahead of the Champions League final in June, promoting sponsor PepsiCo’s three major brands: Pepsi, Doritos and Walkers.
The Tesco Media and Insight platform also unveiled a new insights portal to enable brands and agencies to deliver more relevant and personalised adverts, alongside a “comprehensive new measurement framework” in a bid to show the “full-funnel impact” of its retail media campaigns.
The retailer said the new framework has been built in collaboration with advertisers, agencies and industry bodies to set a new industry standard for retail media measurement.
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Tesco Media managing director Tash Whitmey said: “As retail media continues to grow and expand, Tesco is leading the way. We use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale.
“Along with our expanding creative canvas, we’re able to create immersive omnichannel brand activations that enhance the customer experience and drive business growth, positioning us as a great partner for retail media success.”
The updates come after the supermarket widened its retail media partnership with The Trade Desk last month to provide brands with access to its anonymised Clubcard data to give them greater ad campaign control and optimisation.
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