Tesco has launched a major expansion of its in-store digital advertising network as it rolls out its 1,800th in-store screen.
The grocer said the rollout of screens to 420 screens make it the largest retail out-of-home network.
They allow Tesco to display animated content and visuals, supporting its in-store campaign and exclusive product launches.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The grocer has already implemented 500 front-of-store screens to greet customers as they as they enter Extras and Superstores, with customisable adverts tailored to location, time and event.
The technology powering the screens uses Tesco’s customer insight from Dunnhhumby and Clubcard data to provide a personalised experience for customers.
Tesco’s chief commercial officer Ashwin Prasad said: “We’re really proud of our digital in-store screen network – the UK grocery market’s largest.
“Using our unrivalled insight, we’re able to give our customers advertising that is relevant to them, while at the same time giving our suppliers the opportunity to showcase their products in creative and innovative ways.”
Tesco’s expansion comes as most big supermarket chains have been growing their retail media offer as advertising revenue surges through the channel.
Last month Sainsbury’s unveiled plans to double the number of in-store screens so it could play in-store customers ‘Sainsbury’s Live’, where the supermarket can tailor campaigns on display with location, weather, events and competitions.
