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Out Of Home Brand Strategy Tesco

Tesco’s retail OOH display network hits 500 screens

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By John Glenday, Reporter

August 16, 2022 | 2 min read

Tesco is now claiming its network of 500 digital screens installed at stores throughout the UK is the nation’s largest, giving it a foot ahead of rivals.

Tesco

Tesco has simplified the media buying process for brands and agencies / Tesco

The SmartScreen technology from Tesco Media & Insight Platform, underpinned by Dunnhumby and JCDecaux, reaches a reported 75% of in-store shoppers to connect brands and agencies with consumers at the point of sale.

Nick Ashley, head of media and campaign planning at Tesco, said: “Media installations like the SmartScreen network help us deliver a more engaging shopping experience for our customers while providing brand advertisers with a valuable communications channel.”

Continued screen rollouts mean advertisers now have access to 63% of large-format Tesco stores, reaching more than 6 million shoppers every two weeks.

Digital screens are just one element of Tesco’s ‘connected store’ push, which seeks to combine a data-driven approach to customer engagement with the latest technology in a prime, prompt, purchase model. The three pillars of this policy are SmartScreens, in-store radio and point-of-sale.

As well as investing in new screens, Tesco has also simplified the media buying process for brands and agencies with three new purchasing options – broadcast, optimization and programmatic. This permits media planners to procure advertising space that is tailored to their needs, supported by a data dashboard created by Dunnhumby.

Out Of Home Brand Strategy Tesco

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