The CEO of Big 4 grocer Tesco Ken Murphy has stated that the UK will be seeing “plenty” of the retailer on the airways this Christmas.
In the media call today (5 October) announcing its interim results, Murphy said the retailer is “always looking to make that money work harder, and be more efficient.”
“I don’t think we’re going to see any diminution of the quality and the coverage that we get for our marketing spend,” he said. “You’ll be seeing plenty of us on the airwaves over this Christmas.”
The CEO of Tesco added that the supermarket giant is “definitely planning to invest strongly” in its Christmas offer, however did not give a precise number at this stage.
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Speaking on Tesco’s Media and Insight Platform, powered by Dunnhumby, Murphy said he “expects to see really strong growth”,
“This is a fantastic tool for our supplier partners, both own brands, players and for branded suppliers to really get to know their customers better and really improve the quality of the product and the proposition that they’re putting to our customers.
“More importantly, reduce the cost and increase the speed at which they can get that proposition on the market.
The tool combines JCDecaux’s digital display technology with Dunnhumby’s insight-driven approach to media, enabling ad scheduling to be optimised based on audience behaviours and sales.
With over 400 digital screens installed outside Tesco stores since the launch in 2015, the addition of a further 100 displays means that the grocer now hosts the country’s largest retail out-of-home screen network too.
