Tesco has begun a major rollout of digital screens across its stores, as part of its plans to increase revenue from in-store media.
In what is the latest phase of its Media & Insights Platform, which was unveiled in November 2021, Tesco said the connected displays would be installed in 150 stores by March this year.
The displays are equipped to feature animated content and visuals which Tesco said would contribute to in-store campaigns or exclusive product launches, alongside traditional point of sale campaigns.
They are being expanded to more stores after a successful trial in the summer.
Tesco held an event with suppliers and ad agencies last month showcasing its range of online and in-store media channels alongside the data it can provide through Dunnhumby and its Clubcard data.
Nick Ashley, Tesco MD, Dunnhumby, said: “Retail media gives brands the opportunity to focus at scale on the customers that matter most to them and to target highly specific audiences.
“With advanced measurement at its heart, advertisers can be more sophisticated in their spending while seeing the true impact of their activity.”
1 Readers' comment