New Leader and Features for Tesco Platform

British retail giant Tesco has upgraded the retail media offering within its Media and Insight Platform, adding video advertising on Tesco.com, a number of additional media channels, a new insights portal and a new measurement framework to demonstrate the full-funnel impact of retail media campaigns.

Tesco Media also has a new leadership team led by MD Tash Whitmey (pictured), formerly the CEO of Havas helia, the marcoms group's customer engagement agency.

The closed loop platform was launched just under three years ago, is powered by the group's data science firm dunnhumby and promises to help suppliers and agencies engage with customers, giving them a more personalised and relevant shopping experience.

The new video advertising solution allows brands to engage with customers through short-form video content with Tesco.com shoppers and its more than 16 million app users. Expanded in-store advertising options including 'store wrap' advertising at up to 50 locations, transforming entire storefronts into eye-catching brand showcases, adjustable by region and context. Large digital screens are also being rolled out in its stores, with enhanced product sampling opportunities.

The comprehensive new measurement framework includes a range of solutions to provide detailed, incremental insights for advertisers, with omnichannel attribution to follow in 2025. The framework has been built in collaboration with advertisers, major agencies and industry bodies and the retailer says it 'sets a new industry standard for retail media measurement'. The firm also unveiled an insights portal promising the ability to deliver 'even more relevant and personalised' advertising experiences, via expanded audience segments in the dunnhumby Sphere platform based on data from more than 23 million Clubcard members.

'As retail media continues to grow and expand, Tesco is leading the way' says Whitmey. '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'.

Web site: www.dunnhumby.com/tesco-media-insight-platform .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.