Tesco Media this week announced the launch of new premium video advertising formats across Tesco.com and the Tesco app.
The new formats will run across two channels, the first being a video placement on the grocery homepage within the app, and a shorter-form video format in browser across web and mobile.
Tesco Media said the move is designed to help advertisers reach shoppers during ‘key consideration moments’ closer to purchase.
The grocery homepage format is aimed at high-reach campaigns and will appear in the part of the app where Tesco says more than 65 per cent of shoppers begin their journey.
The in-browser format, meanwhile, is intended to sit within aisle and category browsing, where customers are already exploring products and weighing up purchases.
Tesco Media said the launch extends video into “high-intent” shopping moments, with closed-loop measurement allowing brands to link exposure to sales outcomes.
The retailer said the new formats had already been tested by a number of suppliers, including Diageo and PepsiCo, both of which pointed to the opportunity to build brands while also driving conversion and supporting product launches.
The announcement marks Tesco Media’s latest push to strengthen its retail media proposition as supermarkets look to give advertisers more sophisticated ways to influence shoppers across digital channels.
Tesco Media said its own shopper research found 67 per cent of consumers use supermarket websites for inspiration and discovery, while 71 per cent said they enjoy finding new brands during their shop.
Tash Whitmey, managing director of Tesco Media, said the formats had been developed to address the longstanding gap between brand-building and performance marketing.
She said: “Our new premium video formats have been designed to change that. They allow advertisers to tell compelling stories that naturally flow into those high-intent moments of discovery, turning awareness into measurable action.”
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