Tesco and Dunnhumby expand digital media offer

The new features include in-store digital screens, onsite digital performance adverts and ‘scan as you shop’ media, all of which are run using Dunnhumby’s data science capabilities.

Scan as you shop will allow in-store handsets to display advertisements, and the expansion will mean Tesco has more than 1,000 in-store digital screens and more than 500 smartscreens outside stores.

Other additions to Tesco’s digital media work include new digital performance adverts on the Tesco website and app, including ‘sponsored browse’, ‘special offers’ and ‘favourites’ placements.

Tesco Media has also said it plans to drive standardisation of measurement across retail media, working alongside ISBA (the Incorporated Society of British Advertisers).

The new additions follow the decision last year by Tesco, Dunnhumby and media insight business JCDecaux to create a 500-screen retail-based digital display advertising network.

Nick Ashley, managing director at Tesco Media & Insight Platform, said: “Retail media offers a huge opportunity for brands to inspire and convert shoppers at scale.”

Tash Whitmey, group loyalty, membership and CRM director at Tesco, added: “Retail media is an increasingly important part of the media mix. In the last year we’ve significantly expanded our offering across online, in-store and offsite and had the pleasure of seeing a record number of campaigns through our Tesco Media and Insight Platform, powered by Dunnhumby.”