The retail media industry is continuing to attract the big guns with Omnicom Media Group the latest to bolster its insight offering by partnering with supermarket giant Tesco, tapping into the data of over 20 million Clubcard members.
The agreement will see OMG agencies OMD, MG OMD, PHD, Hearts & Science join forces with Tesco Media & Insight which in turn taps into DunnHumby’s Sphere platform. The move is designed to allow the agencies to deliver better outcomes at scale for client retail media investments.
The two businesses claim the deal will enable more efficient spending decisions, activation, and optimisation for campaigns across Tesco.com and in-store, as well as across a wide range of offsite media publishers – including ITVX and Meta.
OMG reckons access to this data and insight will help accelerate and advance clients’ connected commerce ambitions across POS, on-site and offsite and will also provide first-to-market access to the latest product innovations within retail and digital advertising.
Retail media is one of the fastest-growing sectors within the digital advertising industry, with spend forecast to grow from €8bn (£6.9bn) to £21bn (€25bn) in Europe by 2026, as more and more brands turn to the sector to target consumers.
According to a study from IAB Europe and Xandr Microsoft, published in December, 92% of advertisers and 74% of agencies said they were already partnering with retailers and of those who had not yet engaged, 88% of advertisers and 77% of agencies planned to do so within 12 months.
DunnHumby media sales director Lee Roberts said: “We’re pleased to be joining forces with OMG UK on this important strategic partnership, combining their specialist planning and buying expertise with Tesco Media & Insight Platform’s unrivalled scale and leading data science capability.
“It will provide OMG UK with unique insight and access to data from more than 20 million Tesco Clubcard holders, both sharpening media planning practices and ensuring more investment accountability through closed loop measurement.”
OMG managing director of ecommerce and retail media Prateek Gupta added: “This is a substantial step for OMG UK and our media agencies, in making retail media more impactful for our clients.
“Combining our media planning expertise and highly qualified Tesco Clubcard data and audience insights will enable us to deliver industry-leading, full-funnel connected commerce campaigns with greater precision.”
Omnicom’s data offering is spearheaded by the agency group’s cloud-based insight platform Omni.
Launched in 2018, Omni pools creative, media and data-driven marketing functions into one dashboard. It already has deals with “clean room” specialist InfoSum and incorporates data provided by LiveRamp, Experian and Neustar, among others.
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