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Tesco launches UK’s largest digital ad network

Tesco has partnered with customer insight firm Dunnhumby and media insight business JCDecaux have partnered up to create a 500-screen retail-based digital display advertising network.

The SmartScreen network is the largest in the UK and will be available through the Tesco Media & Insight Platform, allowing for advertising scheduling based in audience behaviours and sales.

It will include over 400 digital screens installed outside Tesco stores since 2015, with an additional 100 displays.

The UK’s largest grocer said that the 100 new screens mean advertisers would have access to 63% of its large format stores and be able to reach more than six million shoppers every fortnight.

It will be an instrumental part of the Tesco’s ‘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 grocer has said that its SmartScreens are one part of its ‘Prime, Prompt, Purchase’ model to help drive 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.

For agencies and brands, the process of purchasing media has been made easier, through three new purchasing 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.

Dunnhumby is a subsidiary of Tesco.

“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,” Tesco head of media and planning Nick Ashley 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.”

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.”

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