/  Tesco Live set to transform PoS advertising

Tesco Live set to transform PoS advertising

Clear Channel has won the contract to bring Tesco Live Digital to the Irish market.  We catch up with Bairbre Drury Byrne, Sales & Marketing Director at Clear Channel to understand more about this new format and what it means for the OOH industry. 

So, Clear Channel has won the contract to roll out Tesco Live Digital, can you tell us what that entails?

Following a competitive tendering process, Clear Channel has won the contract to install 70 digital screens at Tesco stores nationwide. Clear Channel will be responsible for maintaining and selling the associated advertising space at selected Tesco Stores, launching Tesco Live a network of 70’ HD Digital screens supporting full animation. This digital development will transform Point of Sale advertising enabling advertisers to reach the much sought after Tesco shoppers when they are most receptive to advertising messages. Tesco, the market leading retailer has seen strong growth over the last year outperforming its competitors in a 12 month period, Tesco stores are larger than the average multiple store and over index in terms of sales of branded goods. Tesco has the number one loyalty programme Club Card and is supported by always on advertising.

How many Tesco stores do you target and how did you select these stores?

There will be over 70 screens across 60 Stores Nationwide in the Tesco Live network, targeting 1 million shopping visits over a 2 week period. These Tesco stores perform better than the average Tesco in terms of customer numbers and frequency of visit. The 70’ HD screens will be located in premium positions at the entrance to Tesco Stores.

The use of dynamic content on Digital OOH is gaining momentum in the industry, can Tesco Live manage these types of campaigns and do you have any recommendations on the use of dynamic dOOH?

The Tesco Live network will be powered by Play IQ, Clear Channel’s intelligent scheduling and content management system which enables seamless ad-serving across all sites. Content can be fully animated, advertisers can change their copy as often as they like during the cycle and Play IQ allows for dynamic creative messaging. This enables advertisers to target the right audience with the right message at the right time

How does DOOH impact consumer behaviour?

Digital OOH creates greater cut through and engages consumers. Research from the UK where the Digital Out of Home market share is ahead of Ireland shows that Digital has transformed Point of Sale advertising. They have seen a huge increase in the number of Unique creative executions as Digital OOH allows advertisers to change their messaging by time of day, day of week and by location giving brands the opportunity to serve more relevant messages. Brands will be able to activate sponsorships & promotions by changing messaging in the lead up to, during and after an event amplifying the effect. Research from Kinetic show that Digital is twice as likely to viewed and is viewed for 60% longer than a static poster, this leads to higher recall and purchase intent.

When will Tesco Live be up and running and open for business?

The installation programme is currently underway and the first screens will be turned on later this week, just in time to target the busy Christmas shopping period!