Tesco has unveiled a raft of enhancements to its retail media offer, including video advertising on online and via its app, store wrapping, and several new media channels. 

At the Upfront event in London today (9 October), Tesco Media showcased its new video advertising solution, which allows brands to engage with customers through short-form video content with Tesco.com shoppers and 16 million plus app users.

The retailer is also expanding its in-store advertising options, offering brands new ways to reach shoppers and, in a retail first, the grocer now has the capacity to do store wrap advertising at up to 50 locations. This comes alongside the rollout of state-of-the-art digital screens throughout its stores and enhanced product sampling opportunities.

Tesco Media Insight Platform, the supermarket’s media division, has also unveiled a comprehensive new measurement framework to demonstrate the “full-funnel impact” of retail media campaigns, with omnichannel attribution set to follow in 2025.

The retailer said the new framework has been built in collaboration with advertisers, leading agencies and industry bodies to set a new industry standard for retail media measurement.

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A new insights portal has also been launched to allow brands and agencies to deliver more relevant and personalised advertising experiences.

The new tools include expanded audience segments available through the Dunnhumby Sphere platform, allowing brands to use insights from 23m plus Clubcard members to engage across multiple channels, to re-engage with lapsed customers, and to acquire new ones.

Tesco Media managing director Tash Whitmey said: “As retail media continues to grow and expand, Tesco is leading the way. We use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale.

“Along with our expanding creative canvas, we’re able to create immersive omnichannel brand activations that enhance the customer experience and drive business growth, positioning us as a great partner for retail media success.”

It comes as Tesco expanded its partnership with global ad tech brand The Trade Desk in September to offer brands access to Clubcard user data.