Brands are seeing better results from advertising on Tesco’s instore digital TV service than from terrestrial TV campaigns, the company handling TescoTV’s media sales has claimed.
JCDecaux, which has been appointed as the exclusive provider of media sales to Tesco TV, said that some advertisers in the eight-store trial had seen sales uplifts in double digits after advertising on the network.
The plasma screens are being rolled out to 100 stores by June, with a view to a 300-store rollout by November.
JCDecaux group sales director Spencer Berwin would not be drawn on the cost of advertising on the network but said the “average sales uplifts are on the whole more than the average sales uplifts you get from advertising on terrestrial TV, which makes it a pretty exciting new medium for brands.”
The screens will be zoned into seven areas - the major sales and promotional aisle; grocery; health and beauty and baby; beers, wines, spirits; home entertainment; counters; and instore café. Content, which includes brand advertising, news, recipes, public information and healthy eating advice, will be short, snappy, and tailored to the location.
Tesco marketing director Tim Mason said: “We have undertaken wide-ranging research among our customers to ensure TescoTV is both helpful and relevant to their instore experience.”