Tesco has signed a deal which will provide digital advertising and customer messaging across its entire estate of 450 petrol stations in the UK.
Tesco, and its customer research specialists Dunnhumby, have signed a partnership deal with digital media network owner Amscreen, which claims the new network will deliver content to a weekly audience of more than five million adults.
The Tesco network will also involve the first national roll-out of Amscreen’s audience measurement technology, OptimEyes, a system that is able to determine basic demographics such as gender, age, date, time and volume.
Amscreen says this delivers more measurable campaigns for advertisers, and more relevant content for Tesco’s customer. Dunnhumby, which masterminded development of Tesco’s Clubcard, will provide customer insight.
Content on the network will be sold by Amscreen’s media sales team.
Peter Cattell, category director for Tesco petrol stations, commented: “We’re always looking to work with partners who provide innovative ways to enhance the customer shopping experience. This new dynamic screen product from Amscreen provides the perfect means for us to do this. The ability to tailor content based on time and location means it can be extremely useful and timely for our customers.”
Amscreen CEO Simon Sugar said: “We’re extremely excited to call Tesco a screen network partner. We believe it’s our flexibility, reliability and measurability that has helped us secure this partnership. For potential advertisers, this means we can now offer various digital advertising solutions to reach the sought after Tesco shopper.”