Tesco has told suppliers that retail media will be “bigger than TV” by 2025 as it announced plans for 6,000 digital advertising screens in its stores by the end of the year.
According to The Grocer magazine, speaking at an IGD event Tesco said it would increase ad media spending by nearly £80bn ($100bn) by 2025.
“As well as having Europe’s largest network of screens, Tesco announced it is on a major drive to make the shopping and advertising experience more personalised,” a supplier told the grocery-focused publication.
The retailer also said it would use AI technology to plan a rollout of next-generation handheld scanners.
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Another supplier told The Grocer that the retailer spoke about launching “a new generation of scan and shop”, with, for example, coffee ads popping up as people walk down the aisle.
In November of this year, Tesco quadrupled retail media with in-store ad screen rollout of 1,800 screens.
It comes as rival supermarkets such as Morrisons boost their retail media with issues initiatives such as personalised “loyalty challenges”.
The Interactive Advertising Bureau also recently shared guidelines to standardise results and properly assess the impact of retail media investments, with metrics including viewability.
