Tesco is aiming to convert more marketers to the joys of retail media with a new training programme designed to demystify the channel and big up its transformative potential for advertisers.
Tesco Retail Media Certification is available via the Tesco Media Academy, and has been undergoing a trial phase with agency partners, with over 250 media professionals from EssenceMediacom, Publicis Media, Wavemaker, Mindshare and Omnicom Media Group successfully completing the programme.
It is claimed to provide a 360-degree view of running successful retail media campaigns through targeted modules, including navigating the evolving retail media landscape; leveraging data for actionable insights; crafting full-funnel campaigns across in-store, onsite and offsite Tesco Media channels; and measuring and optimising campaign effectiveness.
It focuses heavily on the Tesco Media & Insight Platform, which is powered by DunnHumby data and analytics.
Perhaps unsurprisingly Tesco Media & Insight Platform sales and marketing director Stacy Gratz is a big fan of the scheme. She said: “Retail media offers an unparalleled opportunity for brands to connect with consumers throughout the purchase journey in an engaging and measurable way.
“Our new certification equips brand and shopper marketers with expert training directly from one of the industry leaders.”
According to a recent Kantar report, retail media will be one of the key trends of the next 12 months, and could account for almost a quarter of all media ad spend by 2028.
It stated: “By collaborating with retailers on their first-party data, marketers can be more precise in targeting and personalising their marketing, which in turn means detailed consumer insights can be used to optimise ad spend and improve campaign effectiveness.
“But in 2025, there needs to be transparency about the challenges holding back marketers from investing in RMNs; improved data access, specific media measurement needs, and the ability to drive brand equity.”
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