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Unrivalled scale: how Tesco Media delivers incredible reach for brands

Reach is important to advertisers in just about every sector. To Consumer Packaged Goods (CPG) marketing teams and their agencies, however, it’s nothing short of critical. When the success of a product hinges on getting as many eyes on it as possible, CPG marketers need to reach as many customers as they can in the most cost-effective way. As always, that means making smart choices about where to advertise.

Retail media is one of the world’s fastest-growing advertising mediums, but not all retail media is alike. While many retail ad platforms can offer scale, not all of them can offer the right kind of scale. A website might draw the eyes of millions, after all, but if it’s not one that customers actually use to do their grocery shopping, that doesn’t necessarily make it a great place to promote fast-moving products.

Among the many advantages offered by Tesco Media , one of the most important to CPG advertisers is that of its reach. More specifically, Tesco Media helps brand advertisers connect with a vast number of customers, right when they’re in the process of shopping for groceries. In a very real sense, it gives them the ability to help shape what customers buy through a combination of scale and precision.

Let’s take a look at three key ways in which Tesco Media offers genuinely unrivalled scale.

• Tesco is one of the key players for grocery in Central Europe
  Tesco addresses 65% households in Czechia, 62% in Hungary and 75% in Slovakia. Clearly, this has significant implications in regard to reach. With world-leading data science behind it, Tesco Media is invaluable in terms of helping brands and agencies find the right customers for their marketing goals. The sheer number of shoppers that venture through Tesco’s doors, however, also make it the perfect place to engage the nation as a whole.
  
  As could be expected, this level of scale translates into a significant commercial opportunity, meaning that there are countless moments for brands to get their products into customer baskets.
• Clubcard data offers in-depth insights at scale
  Launched in 2014 in Central Europe, the Tesco Clubcard was one of the most innovative supermarket loyalty programmes followed by the Tesco Central Europe ClubCard App launch in 2016. During this time the Clubcard has gone on to become a mainstay of the Tesco world, delivering great value to customers via a wide range of offers and incentives.
  
  Shoppers aren’t the only ones to benefit from the Clubcard, however. With more than 7,5 m cardholders across Czechia, Hungary and Slovakia, the Clubcard also provides a gigantic – and incredibly rich – source of insight into the needs and behaviours of Tesco customers. Combined with dunnhumby’s data science, that makes for a powerful source of intelligence for brands and agencies to draw from.
  
  There’s one other consideration here, too, and that’s the fact that Clubcard provides one of the most relevant sources of first-party behavioural data in Central Europe thanks to its million of cardholders. With the deprecation of cookies in Google’s Chrome browser drawing ever closer, Clubcard data will be even more useful for those brands and agencies looking to enhance their understanding of their audiences.
  
  It isn’t just physical stores where Tesco can provide access to shoppers at scale. With more people than ever now buying their groceries online, the age of the omnichannel shopper is here – meaning that brands now need to engage consistently with customers regardless of whether they’re buying in-person or digitally.
  
  As is the case with our physical stores, that gives advertisers an increasingly effective way to reach their most relevant customers.
• An extensive range of media channels that run from sofa to store
  While reach is an important quality for any media partner, it counts for little if you can’t also give advertisers the ability to communicate with their audience effectively. Today, with opportunities to influence shoppers in-store, online, and even away from the grocery environment altogether, a successful retail media platform also needs an assortment of different engagement tools.
  
  The approach behind Tesco Media is one that we describe as “sofa to store”. Whether a customer is browsing the aisles in one of our 562 stores across Central Europe, browsing the Tesco webpage or even their Clubcard app, we give advertisers compelling ways to engage with them.
  
  Some of those are time-tested, traditional media channels like store media or digital retail media while others are emerging formats like digital screens. Whichever category they fall into though, each is united by being data-driven, insights-led, and additive to the customer experience.
  
  From our innovative and ever-growing portfolio of media opportunities to the sheer number of customers that come to us for their groceries every week, Tesco Media delivers a truly unprecedented opportunity; one that combines unrivalled reach with the insights needed to help advertisers get the most from their media spend.

Find out how Tesco Media can help you share what customers buy here.