Blog.
New horizons: why non-endemic brands have a new home on Digital Screens

Up until recently, Tesco’s in-store media environment was dedicated solely to the brands customers could find on shelf. But in summer this year, that all changed. For the first time, Tesco opened up its Digital Screens network in Central Europe to non-endemic advertisers, creating whole new opportunities for brands from outside the grocery space to engage with shoppers.

Vitally, this decision wasn’t about expanding for expansion’s sake. Instead, it was about recognising a simple truth: that most shoppers are open to the right message, even when those products aren’t sold in store. And “right” really is the key word here: relevance is what matters most – and that principle sits at the heart of every non-endemic campaign at Tesco today.

Relevance drives results

While Tesco has opened up its Digital Screens to non-endemic brands across Central Europe, certain parameters remain. Categories such as automotive, banking, and culture are welcomed, for instance, because they connect directly to shopping missions. Every shopper needs a way to pay, after all, and the majority of customers drive to stores as well.

The goal here is simple: maintain a positive experience for shoppers while driving strong results for advertisers. After all, relevance isn’t just good for customers; it’s good for brands, too. The more a message resonates in the moment, the better a campaign can be expected to perform.

Creative that connects

The most effective non-endemic campaigns don’t just engage shoppers; they connect directly to Tesco’s ecosystem. Think about a card issuer offering extra Clubcard points for in-store payments, for example, or an automotive partner offering complimentary EV charging at Tesco locations. These kinds of partnerships actively enhance the shopping experience, and can help to build long-term affinity with a brand.

That philosophy – to give shoppers something extra – needs to be at the heart of any great Digital Screens campaign. Whether through price, convenience, or relevance, every campaign needs to add value. And non-endemic brands can do that brilliantly when their message speaks to the moment a shopper is in.

Finding the format

Digital Screens placements across Central Europe vary in size and position, but the entrance screen remains the prime location for most non-endemic activity. As the first touchpoint for shoppers, that also makes it an excellent place to extend – and remind shoppers about – above-the-line storytelling from channels like TV and online.

In fact, many advertisers start by adapting existing creative assets from channels like those. Not only does this help to keep the production process simple, it also goes a long way to ensuring brand consistency between different channels. This is particularly important for non-endemic brands, because it can help shoppers to quickly understand the relevance of the message and the benefit that the featured brand offers. .

Over time, and as tools like GenAI continue to evolve, of course, I expect that we’ll see a growing amount of tailored, context-specific creative for Digital Screens.

Beyond brand awareness

Of all the possibilities that Digital Screens offer, what excites me most is the chance to bridge the traditional divide between brand and performance. They give advertisers the chance to reach shoppers in a buying mindset – close to the point of purchase where awareness can turn into action.

For non-endemic brands, that proximity is powerful. It means closing the loop between the top-of-funnel campaigns they run elsewhere and the moment customers are ready to decide. Digital Screens create a way to link big-brand storytelling with immediate conversion opportunities – all within a trusted retail environment.

Digital Screens have already changed the way in which endemic brands communicate at Tesco. Now, they’re opening the door for brands from new categories to do so, too – responsibly, creatively, and always with the shopper experience in mind.