Tesco has announced that it is introducing a host of influencer content across its stores, website and app.
It unveiled the new offering at its Tesco Media Upfront event last week, with brands able to feature influencer-led videos across its network of more than 3,800 digital screens, including 2,800 in Tesco Express stores.
The move will allow brands to extend their influencer campaigns beyond social media and reach customers while they shop.
Influencer-led campaigns are already being tested, with content set to appear across Tesco’s website, app and in-store screens.
According to Tesco Media, 40 per cent of shoppers under 45 actively follow influencers for brand and product recommendations, presenting an opportunity for advertisers to turn online inspiration into purchases.
Tesco Media partnerships and digital growth director Simon Lonsdale said the retailer was developing more flexible ways for brands to advertise across its digital screens.
He said: “It’s about better technology and, crucially, the ability to use it dynamically rather than posting one static message.”
Tesco is also introducing video advertising into its online shopping experience as part of its wider push to expand its retail media business.
Alongside the influencer offering, Tesco has partnered with advertising technology firm Kevel to launch Ad Manager, a new self-service platform bringing together campaign planning, booking, measurement and optimisation.
The system will use AI-powered tools to help brands identify target audiences and manage advertising campaigns, drawing on Tesco’s Clubcard customer data.
Advertisers will be able to identify relevant shopper groups, including existing customers and potential new buyers, with the platform providing recommendations on audience reach before campaigns go live.
Tesco Media head of agency Steve Edwards said: “Because only one in four products are bought out of habit, there’s a huge opportunity to influence behaviour.”
He added that the supermarket’s advertising channels offered brands an opportunity to reach customers while they were making purchasing decisions.
Tesco Media revenue and growth director Stacy Gratz said the investment was intended to make campaign management easier for advertisers.
“Technology should be an enabler so that intelligence can do the work so you can spend less time navigating platforms and more time growing your brand,” she said.
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