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Five compelling reasons to include digital screens as part of your retail media strategy

So, why aren’t they part of every retail media plan that we see today?

There are a number of factors at play here – not least the issue of familiarity. As a relatively new addition to the Tesco portfolio, many of our advertising partners are still building up their confidence with Digital Screens. That fact has implications for content creation, too; Digital Screens are a distinct format, one that typically requires a dedicated – and highly visual – creative approach. And even measurement can be a challenge for those without prior experience.

Not all of the challenges here relate to the nature of the format, of course. Ad budgets are limited, after all, and investing in Digital Screens will usually require a brand (or their agency) to make trade-offs elsewhere. Combine that with the fact that many advertisers also work to annual planning cycles, and the opportunities to embrace new formats as they come to market become that much more limited.

As real as these hurdles may be, however, that doesn’t change the fact that the benefits offered by Digital Screens can far outweigh them. Specifically, there are five very clear reasons that any brand or agency should be thinking about incorporating Digital Screens in their retail media plans at Tesco:

1. Digital Screens get your message out to millions

Across Tesco’s Central European network, Digital Screens reach a combined audience of almost 15.3 million shoppers every month (4.6m in Slovakia, 5.22m in Hungary, and 5.5m in Czechia). Situated at the front of the store, Digital Screens are also located in a prime, high-footfall location – one that’s perfect for inspiring shoppers as they enter.

2. Digital Screens are the perfect way to deliver “directional” messaging

The easier you can make it to find your products, the easier it is for customers to make a purchase. Digital Screens can reinforce media placements elsewhere in store, guiding customers through the aisles and right to your featured product.

3. Digital Screens work brilliantly in tandem with Point of Sale

Did you know that when Digital Screens and Point of Sale (POS) are used in tandem, sales uplift can rise by as much as 56%? That the combination can increase revenues by as much as 1.6x? And that customers exposed to multiple retail media channels are 33% more likely to make a purchase than those exposed to just one? Digital Screens are a complement to Point of Sale, not a substitute for it.

4. Digital Screens bring your brand to life in-store

Digital Screens aren’t just about activation; they’re about storytelling, too. They give advertisers a chance to extend above-the-line campaigns into the in-store environment, creating a seamless journey from brand building to purchase. Already invested in a TV spot or social video? With Digital Screens, you can get even more value out of that creative – keeping your brand front of mind right up to the point of purchase.

5. Digital Screens are a cost-effective way to connect with customers

Standing out in today’s crowded media landscape doesn’t have to mean spending more. Campaigns using Digital Screens have achieved an average return on ad spend (ROAS) of 7.91:1, proving that even a single-channel activation can deliver real value.

With their reach, their efficiency, and their sheer impact, Digital Screens make for a smart addition to any retail media strategy. In the next article in this series, I’ll be taking a detailed look at some of those key challenges outline above – and how they can be overcome.