Diageo and PepsiCo have hailed the roll out of new Tesco Media premium video advertising placements after taking part in trials for the scheme, which is designed to enable advertisers to use video to drive brand awareness at a crucial consideration stage of the shopper journey.
The Grocery Homepage (in-app) slot is built for high-reach brand storytelling at scale, and its claimed to reach over 12 million unique monthly visitors in the place where more than 65% of Tesco shoppers begin their journey.
Meanwhile, the Video in Browser (web and iOS & Android) placement is designed to engage shoppers in relevant, context-rich environments, with a short-form format that connects with customers as they explore aisles and categories. Typically, visitors spend over eight minutes browsing these pages, with a 14% average click-through rate to product pages.
Together, the company maintains that the formats extend storytelling into high-intent moments of discovery within a 100% brand-safe environment, backed by Tesco Media’s closed-loop measurement, which connects exposure to sales outcomes.
Tesco Media insists the video launch marks the next step in its evolution from a retailer with data to an ultimate media partner “with soul, scale and storytelling power”.
Diageo GB/EU head of creator, sponsorships and partnerships Mike Cheetham said: “Video has always been a powerful way for us to tell our brand stories. To have a new opportunity to do this in a highly contextual moment close to point of purchase has the capability to be a highly influential way to reach our customers.”
PepsiCo digital and ecommerce director Emma Cathie-Harris added: “We were excited to be a test partner for video on Tesco.com. It enables us to drive impulsivity and conversion whilst building our brands. We see opportunity for it to support new product development launches where we can really tell a brand’s story as well as to amplify our core brands.”
Tesco Media’s recently commissioned research into shopper mindsets revealed that 67% of shoppers use supermarket websites as a source of inspiration and discovery, making video placements the perfect opportunity for brands to extend their storytelling. With 71% enjoying discovering new brands during their shop, video will become the next frontier to achieve this.
At the heart of this ecosystem, Tesco Clubcard continues to be the fundamental enabler of the retailer’s ability to put the customer at the centre of everything it does. Tesco Media’s long-standing proposition – using retailer insights to understand real human behaviour – remains unchanged.
Tesco Media managing director Tash Whitmey said: “For too long, marketers have faced a false choice between building a brand and driving performance. As WARC’s latest Multiplier Effect study highlights, campaigns are most effective when they deliver both, yet achieving that balance has often proved difficult, when many digital environments still separate storytelling from shoppable moments.
“Our new premium video formats have been designed to change that. They allow advertisers to tell compelling stories that naturally flow into those high-intent moments of discovery, turning awareness into measurable action.”
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