Today Tesco Media unveils a series of new capabilities designed to help brands turn deeper customer understanding into more helpful media experiences, more connected shopping journeys and clearer proof of growth.
Announced at Tesco Media’s 2026 Upfront, the developments form part of Tesco’s ambition to be the most strategic partner for brand building. By combining the scale and depth of Tesco customer insight with the group’s unique reach across stores, online and offsite media, Tesco Media can help brands build long-term customer relationships as well as drive sales.
Echoing Tesco’s message to customers, the evolving offering is brought together around one simple question: ‘Need anything from Tesco Media?’ and is grounded in Tesco Media’s Moving Mindsets research, which shows that relevance for customers is about being helped in the right moment, whether through inspiration, value, reassurance or ease.
Linking brand building and performance
At the centre of Tesco Media’s announcements is Ad Manager, a new client-facing platform designed to make planning, booking, measuring and optimising media simpler, more connected and more useful for brands. The self-service platform gives advertisers greater control and transparency over how they work with Tesco Media, while helping them turn customer insight into action with less complexity.
Today, Tesco Media Ad Manager delivers Sponsored Products and will expand shortly into Display and Video as Tesco Media builds towards a more unified experience across its media ecosystem. Over time, AI-powered workflows and recommendations will help advertisers reduce manual tasks, uncover new opportunities and make faster optimisation decisions, while greater interoperability will allow agencies and brands to connect the platform with the tools they already use. The aim is to make control feel enabling rather than burdensome, giving brands simpler ways to create media that is timely, relevant and genuinely helpful to customers. The infrastructure behind Ad Manager is powered by Kevel, a specialist provider of API-first ad technology for retailers and commerce media networks and designed to help Tesco Media deliver a seamless advertising experience across its digital channels.
Tesco Media is also launching a new influencer proposition, designed to help brands connect creator-led inspiration more directly with purchase. With data stating around 40% of shoppers under 45 actively follow influencers for suggestions on good brands and products, the proposition allows approved creator content to appear beyond social platforms in relevant Tesco Media touchpoints. This includes Tesco.com, the Tesco app and digital screens in store, enabling brands to get more value from their existing creator investments, and bringing trusted, engaging content closer to the moments when shoppers are browsing, considering and buying.
Tesco Media will also begin testing shoppable video within search and shoppable display within Favourites, allowing customers to add advertised products directly to their basket. The feature has been developed in response to research showing shoppers highly value this ease of access, as long as it doesn’t disrupt the overall experience.
Following initial trials with brands, Tesco Media will also test new creator-led formats across Special Offers and Favourites, aiming to cut the journey from inspiration and discovery to purchase, while keeping the experience useful and relevant for customers.
Tash Whitmey, Managing Director, Tesco Media, said: “Every Little Helps isn’t just Tesco’s retail promise; it’s how we think about media too. We start with the customer and ask how every interaction can be more useful, timely and relevant. These innovations connect what we know about customers with the moments and channels where brands can make a difference, from Tesco Media Ad Manager to creator content to smarter in-store experiences. Leveraging the unique customer insight and reach of Tesco, ultimately everything comes back to the same goal: making media more useful for customers and more effective for brands.”
Bringing greater intelligence to the store
Tesco Media is also taking a more dynamic approach to its in-store network with the launch of Intelligent Store Orchestration. Powered by Barrows Connected Store technology, the capability enables a single campaign to adapt according to real-world context, including store location, time of day, product availability, promotions, weather and local events.
Underpinned by Tesco Media’s Moving Mindsets research, the capability builds on the principle that shoppers’ needs change throughout the day and across different missions, helping brands move from static messaging towards more moment-led marketing.
The technology has been successfully trialled by a number of brands, including Costa. Its campaign ran across Tesco Express stores in January, resulting in a 47% uplift amongst customers that were new to the product, with brand repeat rate across all customers reaching 29%.
Stacy Gratz, Revenue and Growth Director, Tesco Media, said: “The physical store remains one of the most powerful environments in retail media because context changes constantly. What is useful to a customer at 8am can be completely different at lunchtime or on the way home from work. Bringing greater intelligence into how campaigns respond to those moments allows brands to be much more relevant without making activation more complicated.”
Proving and improving impact
Tesco Media also announced further investment in measurement as it looks to help advertisers understand not only whether campaigns worked, but why.
Over the next six months, it plans to expand incrementality measurement across Display, Video, Sponsored Products, Scan as you Shop and Meta, enabling deeper insights across 93% of Tesco Media spend.
It has also developed a new multichannel geo-lift testing solution to help advertisers understand how media channels work together, including their combined impact on reach, frequency, conversion and incremental uplift.
Further work will focus on making full-funnel brand measurement faster and more scalable, alongside improving the Tesco Media insights available for advertisers’ own marketing mix modelling.
Turning customer understanding into action
Tesco Media’s proposition continues to be underpinned by the scale and depth of Tesco customer insight, with 24 million Clubcard holders and more than 85% of Tesco sales accompanied by Clubcard.
It is increasingly using these insights as a planning framework, helping brands move beyond simply identifying an audience towards understanding the needs, motivations and context shaping their purchase decisions.
To further streamline the process for brands, it is developing AI-powered conversational audience recommendations designed to make those insights faster and easier to activate. Instead of advertisers navigating audience taxonomies themselves, recommendations begin with the objective a brand wants to achieve, reducing audience-building time from five to ten minutes per segment to under a minute for multiple segments.
Nick Ashley, Propositions and Go To Market Director, Tesco Media, said:
“All these developments are targeted at streamlining the journey for shoppers and brands alike. Customers do not distinguish between “brand” and “performance” journeys: they encounter a series of touchpoints that collectively influence the decision to purchase.
“The opportunity for brands is to use that understanding to make media more helpful – whether that means inspiration, value, reassurance or simply making a decision easier. Our job is to turn the depth of insight Tesco has into something brands can use much more easily in their planning to drive relevance and foster long-term customer loyalty.”
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