Use long-term tenancy banners for branding messages, exclusive of other advertisers during the full time of display
Tesco.com is the world's biggest online grocer and the only UK grocery website offering full national coverage. With an average basket spend of treble that in-store, Tesco.com grocery campaigns offer a digital media opportunity that is proven to work. Banners on Tesco.com are client exclusive, ensuring maximum exposure to all site users throughout their shopping experience. Banners on Tesco.com can be tagged to specific departments and categories so they appear on the most relevant pages. In addition, banners can be bought as a run of site, based on specific CPMs.
Banners on Tesco.com deliver a broadcast message and increase awareness whilst also being highly flexible and targeted. Banners can deliver USPs of a brand to aid purchasing decisions, and to help switch customers from competitor products. Spend is much higher on Tesco.com than in-store (on average, 3 times more at £90 per basket) so driving sales of products is a key driver for Tesco.com banners, especially when they work in connection with other online sales promotions and offers.
Banners are available on every page; including the Grocery Homepage that attracts 280,000 unique users every week. 92% of shoppers use their Favourites Homepage; which is targeted specifically to the user. The dwell time on this page is one of the highest throughout the entire site. Banners can be linked to product categories to maximise relevance. Also, banners can communicate complementary brands when a particular product is added to the basket using related line banners.
Targeting 1m unique individuals every month, many clients have used Tesco.com for branding messages to increase awareness of their brand and specific products; including Colgate, Drench, Bernard Matthews and the National Lottery. A large proportion of them have also incorporated sales promotions into their branding messages to tie into their ATL activity. This will work as a much stronger proposition if the creative can mirror other activity to maximise the level of awareness.
Banners deliver targeted and relevant brand communication messages when shoppers are about to make a purchase. Reaching all customers within a specific category with a branding message can help to encourage brand consideration and switching. dunnhumby is able to measure CTR and CPM on all campaigns. The more targeted the banners are that have been selected on each page, the more relevant the message will be to the site users.