JCDecaux Secures Nationwide Tesco TV Contract
JCDecaux has been appointed as the exclusive provider of media sales for Tesco TV, a new in-store marketing channel with the potential to reach an audience of 10 million consumers every week.
The outdoor company, which already holds the contract for on-site advertising outside Tesco stores, is understood to have secured the deal after its only challenger, The Media Vehicle, pulled out of the negotiations.
The new in-store venture, which claims to be the first of its kind in Britain, will see 300 Tesco stores fitted with between 40 and 50 screens in special ‘zoned areas’ so customers can view content relevant to the products they are purchasing.
Examples of content to be shown on Tesco TV include health and beauty tips, recipe ideas, advice on healthy living and public information films such as Government firework safety adverts. The screens could also carry news headlines from a variety of sources.
Commenting on the initiative, Tim Mason, marketing director at Tesco said: “We have undertaken wide-ranging research among our customers to ensure Tesco TV is both helpful and relevant to their in-store experience before building the network. Their feedback has been integral to the evolution of Tesco TV. We are confident we have found the right proposition to anticipate and meet the needs of our customers and our suppliers.”
It is estimated that around 70% of the UK population makes a visit to one of the five main supermarkets during any given week, providing advertisers with a valuable opportunity to reach consumers at point-of-sale.
Jeremy Male, chief executive of JCDecaux, added: “Seventy-five percent of buying decisions are made at point of purchase so this is media where it matters. As they shop for products, customers can view content and in-store promotions on screens and pick up the products within seconds of seeing the ads. With Tesco being the UK’s leading supermarket, this has huge potential for advertisers.”
JCDecaux’s appointment as exclusive provider of media sales for the venture comes as a massive boost to the company, which is already one of the world’s largest outdoor advertising groups. The new initiative has the potential to be installed in Tesco’s 850 supermarkets throughout the UK.
Earlier this month JCDecaux aligned itself with a Government initiative to reduce Britain’s obesity epidemic. Speaking at ISBA’s annual conference, Jean-Francois Decaux, chairman and chief executive of poster giant, pledged to give free bicycles to Londoners in an attempt to help them keep fit (see JCDecaux Pledges Pedal Power To The People).
JCDecaux: 020 7298 8000 www.jcdecaux.co.uk
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