Tesco has launched video ads on its website and app to “drive brand awareness at a crucial consideration stage of the shopper journey”, the supermarket’s retail media arm said.
It is the first time video ads have been made available to brands to run on Tesco.com or the Tesco app, aside from limited testing with brands including Diageo and PepsiCo last summer.
The “immersive, brand-safe” videos can run on the homepage and in aisle environments, and advertising brands can set the click-through destination as a product listing or a brand page, while some limitations will apply to ‘less healthy food’ products.
Videos are autoplay and sound-off “for a smooth shopping experience” but shoppers can unmute to listen to sound.
“Video has always been a powerful way for us to tell our brand stories. To have a new opportunity to do this in a highly contextual moment close to point of purchase has the capability to be a highly influential way to reach our customers,” said Mike Cheetham, head of creator, sponsorships and partnerships GB/EU at Diageo.
Emma Cathie-Harris, digital and e-commerce director at PepsiCo, said video on Tesco.com “enables us to drive impulsivity and conversion whilst building our brands”.
“We see opportunity for it to support NPD launches where we can really tell a brand’s story as well as to amplify our core brands,” she added.
The launch marks Tesco Media’s “next step in its evolution from a retailer with data to an ultimate media partner with soul, scale and storytelling power”, the retail media arm of the supermarket said.
“For too long, marketers have faced a false choice between building a brand and driving performance,” said Tash Whitmey, MD at Tesco Media and Insight Platform. “Campaigns are most effective when they deliver both, yet achieving that balance has often proved difficult, when many digital environments still separate storytelling from shoppable moments.
“Our new premium video formats have been designed to change that,” she added. “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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