Tesco joins forces for giant digital display ad network

Tesco and its data division DunnHumby have joined forces with JCDecaux to create what they claim will be the largest retail-based digital display advertising network in the UK, offering brands ad scheduling based on audience behaviours and sales.

The SmartScreen network will be available through the Tesco Media & Insight Platform and include over 400 digital screens already installed outside Tesco stores, in addition to 100 new screens which are being installed in the coming months.

Tesco claims the network will be able to reach more than 6 million shoppers every fortnight.

It will be a major part of the Tesco ‘Connected Store’ approach to customer engagement, which includes the use of digital technologies, integration of online and offline journeys, and data-driven personalisation to augment customer experiences.

The supermarket says the SmartScreens are just one plank of its “Prime, Prompt, Purchase” model to help drive the effectiveness of in-store campaigns, alongside in-store radio, point-of-sale and soon-to-launch tools such as scan as you shop media and in-store digital signage.

Tesco claims the move has made the process of purchasing media easier for agencies and brands, through three new options – broadcast, optimisation and programmatic – to allow media space to be purchased according to buyers’ needs.

All media buying will be supported by DunnHumby’s data dashboard. SmartScreen will use JCDecaux’s digital display technology.

Tesco head of media and planning Nick Ashley said: “We’ve heard a lot about the rise of online shopping over the past few years, but we know that the majority of spend still takes place in stores.

“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.”

DunnHumby regional managing director for media Stacy Gratz added: “The SmartScreen format allows brands to focus their advertising spend on the stores where they know it will have the greatest impact.

“It also means we’re able to help brands understand who their ‘best’ customers are, and which stores they frequent, eliminating ad spend wastage in the process.”