JCDecaux UK expands Tesco digital screen network to 500 stores and introduces three new ways to buy

As part of JCDecaux’s digital investment, the insight-driven channel of Tesco stores will expand to 500 screens (an additional 100 x75" screens and stores) by the end of June 2022.

The expanded network is now even more accessible to advertisers, thanks to the introduction of three buying methods: Broadcast, Optimisation and Programmatic. In an exciting development, exclusive Tesco dunnhumby data will now power a JCDecaux dashboard to make programmatic buying even more efficient and targeted at the UK’s leading supermarket group.

Broadcast: The existing way to buy, either by frame or by an audience trade, via a list created by Route data, by third-party data or by store lists.
Optimisation: Using dunnhumby data to optimise by store, based on category or audience profile.
Programmatic: Programmatic already offers huge flexibility to buy by the hour, using audience data or triggers (e.g. weather or location) or brand-supplied data such as sporting events, ticket sales, national celebrations, or a clients’ own sales data. JCDecaux UK's new data dashboard will overlay dunnhumby data to support a more informed buying strategy, reducing the need for additional targeting, although there is full flexibility if brands or their DSPs wish to add further data. Brands will only buy impressions that are served at the right location, the right day and the right time for their campaign goals.

The latest figures show that 87% of all UK grocery spend is still done in store which underlines the importance of supermarkets for brand advertisers. Tesco is a powerful environment for our clients, reaching all demographics across 500 stores UK-wide, with data-driven campaigns backed by insight from Route and dunnhumby. We are now are opening up this expanded channel of Tesco stores, introducing three ways for clients to access media space to make buying even more efficient and flexible. In an exciting development, JCDecaux has developed a new data dashboard, powered by the exclusive dunnhumby dataset to facilitate even smarter programmatic buying at Tesco, making it even easier for clients to plan omnichannel campaigns. Mark Bucknell Chief Commercial Officer, JCDecaux UK

JCDecaux is calling this third era of Out-of-Home advertising Tesco 3.0, following the award of the advertising contract in 1996 and the introduction of data-driven buying on digital screens in 2014.

*As of March 2022, 87%* of all UK Grocery spend is in bricks and mortar and that is set to continue. (Source: Kantar UK Grocery sales March 2022).