Dunnhumby takes on Tesco TV media channel
Dunnhumby has announced that it is taking responsibility for Tesco TV (the UK supermarket's in-store TV advertising network). At the same time, Tesco and JC Decaux - which previously managed Tesco TV - say they are in full agreement over the future of the in-store channel, and JC Decaux's existing ten-year partnership with Tesco remains unaffected.
Dunnhumby says it will provide information to advertisers about the effectiveness of in-store TV through detailed analysis of customer purchasing behaviour, with the ultimate aim of enhancing the customer experience and using that information to help drive brand awareness.
New level Tesco believes that its in-store TV channel is a good way for brand owners to reach and influence shoppers at the point of decision, and that the partnership with Dunnhumby will allow the channel to "shift to a new level" as part of its overall media offering.
According to Dunnhumby's Peter Gleason, "By integrating Tesco TV into our retail media offering, we can realise its enormous potential to provide highly targeted messages that are relevant and valuable to customers."
Dunnhumby's other clients include Kroger, Gillette, P&G, GlaxoSmithKline, Muller, Nestle, Unilever, Coca Cola, Air Miles and Vodafone.