JCDecaux wins Tesco TV as 10m get instore picture

by Staff,, Brand Republic 10-Mar-04, 11:00

LONDON - JCDecaux has won the instore Tesco TV account, which will see the supermarket initially roll out a television network in its 100 biggest stores after extensive trials, giving media buyers access to around 10m new consumers a week.

It is understood that the outdoor company won the contract after The Media Vehicle pulled out of the race. JCDecaux already holds the contract for outdoor advertising for Tesco's 850 stores.

The Tesco plasma screens will be located in seven store zones: the power aisle, from which other aisles are accessed; grocery; health and beauty; beers, wines and spirits; home entertainment; speciality counters such as the delicatessen; and the instore cafe.

The screens will only show content that is directly related to products in the zone. Examples include health and beauty tips and recipe ideas to news headlines. Content length will be adjusted to fit with the "dwell times" in the different zones.

Jeremy Male, JCDecaux's chief executive, said: "Seventy-five percent of buying decisions are made at point of purchase so this is media where it matters. As they shop for products, customers can view content and in-store promotions on screens and pick up the products within seconds of seeing the ads. With Tesco being the leading supermarket this has huge potential for advertisers."

Tesco aims to install the service in 300 stores by the end of 2004.

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