Alongside new video ad solutions and in-store opportunities, Tesco Media has created a framework offering brands more detailed retail media measurement.
Tesco Media is extending its retail media offering with a new measurement framework, which it claims will demonstrate the full-funnel impact of campaigns.
The new framework, announced at the Tesco Media upfront today (9 October), has been developed in collaboration with advertisers, agencies and industry bodies with the intention of setting a new industry standard for retail media measurement.
The retailer claims the full-funnel measurement approach includes a range of solutions to provide “detailed and incremental” insights for advertisers, with omnichannel attribution to follow in 2025.
“Retail media has reached a new dawn, and we think about that in three ways: financials, organising for growth and recognition,” Tesco Media’s managing director, Tash Whitmey, told a crowd of advertisers at the upfront.
Since the rapid growth of retail media networks, measurement has been a challenge for advertisers given retailers often control which metrics they share.
Marketing Week columnist and Econsultancy editor Ben Davis pointed out in June that as retail media expands it is undergoing some growing pains – one of which is a lack of sophistication in measurement and an accompanying lack of transparency.
“Brands that don’t have the measurement savvy are likely getting a blinkered view – they may be using return on ad spend (ROAS) figures provided by a retailer whose picture of the world includes only its own ads,” he wrote.