Deal to introduce digital technology to UK petrol station network of supermarket giant will reach audience of 5m and enable real-time audience measurement
Tesco has today announced a partnership with its shopper analytics company dunnhumby and Europe's largest digital media network owner, Amscreen.
Tesco, dunnhumby and Amscreen will work together provide customer messaging and advertising opportunities across all 450 petrol stations in the UK. The companies said their real-time digital media network will deliver engaging and dynamic content to a weekly audience of over 5 million adults.
Advanced audience measurement
The Tesco network also represents the first to market national roll-out of Amscreen's audience measurement technology, OptimEyes; a system which is able to determine basic demographics such as gender, age, date, time and volume, all of which can help to deliver more measurable campaigns for advertisers, as well as more relevant on screen content for the Tesco customer.
Dunnhumby will work to enhance the opportunity with its market and customer insight, to help build right time, right place, and right message customer engagement through the supermarket’s new forecourt and point-of-sale screen network.
Innovating with shopping experience
Peter Cattell, category director for Tesco petrol stations, stated: “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.”
Content on the network will be sold by Amscreen’s media sales team and is expected to appeal to a broad range of advertisers.
The Autumn 2013 issue of Retail Technology magazine out now also features more detail on Amscreen's OptimEyes system among its Ones To Watch pages. Contact us here to subscribe.