Tesco is set to serve customers brand adverts based on their location within its supermarkets as it ramps up its retail media offer.
Unveiling a host of changes earlier this week, Tesco Media & Insight Platform shared its new “in-store Scan as you Shop geo-targeting” offering for brands.
The move, which has not yet been given a launch date, means customers using the supermarket’s self-scanning devices will be shown adverts as they reach a particular area of the shop or shelf.
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Explaining the change, Tesco Media & Insight Platform head of sales Lee Roberts said: “I’m about to go into the frozen aisle and on my Scan as you Shop device I’m delivered a display message for a particular product, offer, or promotion that’s in that frozen aisle.
“And this can be replayed as you navigate your way around the rest of the store.”
The supermarket unveiled a host of other new options for advertisers during a supplier event in London on Wednesday, including video advertising and store wraps.
It said the new video option would allow brand advertisers to launch short-form videos on Tesco’s website and app users.
Meanwhile, its expanded options for in-store advertising include the ability to do store wrap advertising at up to 50 locations.
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