Tesco puts influencer content on 3,800 in-store screens
Tesco announced at its Tesco Media Upfront event last week that it will place influencer-led videos across its network of more than 3,800 digital screens, including 2,800 in Tesco Express stores. Tesco Media said 40 per cent of shoppers under 45 actively follow influencers for brand and product recommendations, offering advertisers a route to turn online inspiration into in‑store purchases.
The influencer-led videos will appear on Tesco’s website, mobile app, and across its network of more than 3,800 digital screens, including 2,800 located in Tesco Express stores. Tesco has partnered with Kevel to launch Ad Manager, a self‑service platform that uses AI‑powered tools and Clubcard data to help brands plan, book, measure, and optimise campaigns. Advertisers can use Ad Manager to target existing Clubcard holders or potential new buyers, with the system providing audience‑reach forecasts before a campaign goes live.
“It’s about better technology and, crucially, the ability to use it dynamically rather than posting one static message,” Simon Lonsdale, Tesco Media partnerships and digital growth director said.
“Because only one in four products are bought out of habit, there’s a huge opportunity to influence behaviour,” Steve Edwards, Tesco Media head of agency said.
Influencer-led campaigns are already being tested, with content set to appear across Tesco’s website, app, and in-store screens. Tesco is also introducing video advertising into its online shopping experience as part of its wider push to expand its retail media business.
What we know
It unveiled the new offering at its Tesco Media Upfront event last week, with brands able to feature influencer-led videos across its network of more than 3,800 digital screens, including 2,800 in Tesco Express stores.
According to Tesco Media, 40 per cent of shoppers under 45 actively follow influencers for brand and product recommendations, presenting an opportunity for advertisers to turn online inspiration into purchases.
Alongside the influencer offering, Tesco has partnered with advertising technology firm Kevel to launch Ad Manager, a new self-service platform bringing together campaign planning, booking, measurement and optimisation.
The system will use AI-powered tools to help brands identify target audiences and manage advertising campaigns, drawing on Tesco’s Clubcard customer data.
Advertisers will be able to identify relevant shopper groups, including existing customers and potential new buyers, with the platform providing recommendations on audience reach before campaigns go live.