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New Retail Ad System for UK
Outdoor advertising group JCDecaux has launched what it describes as the first ever coverage and frequency system for retail media, developed in conjunction with TNS Worldpanel.
First results show that JCDecaux's recently extended 6-sheet network at the largest 450 Tesco stores reaches over 7.8 million, or 32%, of UK households, every two weeks.
The launch was made possible by the expansion of TNS Worldpanel, which can now provide shopper penetration for groups of stores rather than simply by total fascia. JCDecaux and TNS have worked closely together to detail the stores where retail media exists. Currently the system focuses on 6-sheets, which are present across most main supermarket retailers.
Commenting on the initiative, Tracy Waring, Media Services Director at Worldpanel said: 'TNS has made a significant investment in Worldpanel to allow much more understanding of our supermarket shopping habits. This has enabled us to carry out the detailed levels of analysis required for the JCDecaux project, which has produced the first real measure of retail media coverage and frequency. This is clearly beneficial for advertisers who are looking to understand exactly what the retail medium can achieve for them.'
JCDecaux has recently invested £3 million in its Destination Tesco network, extending the portfolio from the top 300 to the top 450 stores. Group Marketing Director David McEvoy adds, 'We know that retail media reaches a huge percentage of the population and this new initiative will help us to maximise the effectiveness of the medium. Using the enhanced industry-standard Worldpanel data reinforces our argument that Destination Tesco is the best way to speak directly to main shoppers and allows us to demonstrate to advertisers exactly how our extended offering will benefit their brands.'
TNS is online at www.tns-global.com .
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